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Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

News

CANNES: Voice technology has the potential to “transform” marketing, according to Keith Weed, chief marketing and communications officer at Unilever, the consumer packaged goods manufacturer.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

News

SINGAPORE: Businesses across Singapore – both local and international – are capitalising as Trump-Kim fever sweeps the city-state ahead of today’s highly anticipated meeting between US President Donald Trump and North Korean ...

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

Monarch, a low-cost airline, launched 2017: The Year of Nice, a campaign in the UK to increase brand awareness, sales and improve consumer perceptions.

Case Study

Hennig-Olsen Is, an ice cream brand in Norway, launched the Polar Race campaign to motivate employees to get in shape in order to reduce sickness absence and improve job satisfaction and employee engagement.

Gunn Report

Looks into which Asian campaigns, along with the agencies that have worked on campaigns in the region, have performed best over the past year.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

Discusses how marketers can hack into perception of the five senses; vision, smell, sound, touch and taste in order to increase brand success and enhance the shopping experience.

Case Study

National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.

Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Gunn Report

Contains the creative for the 'Cornetto Love Notes' campaign for Cornetto by the agency PHD in Shanghai.

News

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.