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News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

Article

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

News

CANNES: YouTube came under fire this year for showing brand ads next to inappropriate content, but brands should be asking themselves some hard questions as well, according to Unilever's top marketer.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Article

This article outlines the potential pitfalls facing brands that get involved in politics, based on recent examples and insights from the 4A's (American Association of Advertising Agencies).

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

This case study describes how ice cream brand Magnum used a mix of experiential, social and broadcast content to launch its Magnum Double across Europe.

Case Study

This case study explores how Cornetto, a frozen dessert brand manufactured by Unilever, launched a local campaign in China to help teenagers deliver their 'love confessions'.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

News

NEW YORK: Marketers may have to double their failure rate in order to consistently achieve meaningful innovation in an increasingly complex marketplace, a leading executive from Unilever has argued.

Article

This event report outlines how Unilever, the FMCG manufacturer, is driving progress by partnering with startups.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

News

SINGAPORE: Twitter, the messaging service, believes the relatively undeveloped state of social data and analytics in Asia-Pacific means it can offer added value to brands and agencies in the region.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Article

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.