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Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

News

LONDON: The vast majority (95%) of CMOs at leading brands in the UK say they have overhauled their digital strategies this year following widespread publicity about brand safety, fraud and transparency, a new survey has revealed.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

Examines Tactical SEO: The Theory and Practice of Search Marketing by Lee Wilson.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Men's suiting brand Raymond Limited championed women in an eye-catching Father's Day campaign on social media.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

Article

Singapore Press Holdings, the country's largest print media publishers, has built an effective native advertising and content marketing operation.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Article

This article shares how Citibank, a global bank with some 200 million customers, is adopting digitisation to better understand the customer journey.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

This article outlines how Commonwealth Bank, Australia's largest bank, is building brand longevity in a fast changing category under increased public scrutiny.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

News

NEW YORK: Netflix, the streaming platform, is leveraging data to help inform content and marketing strategies for its growing slate of original shows and movies.