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News

TOKYO: Shiseido, the Japanese beauty products firm, is responding to younger consumers’ preference to shop online and to try out new technologies by acquiring a number of US-based tech firms that specialise in the personal care industry.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Article

Global strategies, campaign updates and trends in the department stores sector.

Article

L'Oréal, the beauty company, could deploy artificial intelligence (AI) in a variety of ways as it seeks to build new forms of consumer engagement.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Article

Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

News

SHANGHAI: Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity is essential, according to a senior agency figure.

Article

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

Article

TD Ameritrade, the financial-services provider, is pursuing incremental innovation that is intended to help it engage younger consumers.

Article

Nestlé and P&G have been investing in innovation for some time, learning and adapting their strategy for working with startups – here the companies share their lessons.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Opinion

Bessie Lee, f ounder and CEO of Withinlink, a China -based startup incubator and strategic venture fund, is judging the Effective Innovation category in this year's WARC Awards.

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Article

Digital transformation can be a nebulous concept but it’s necessary to do despite the difficulty in achieving it.

News

GLOBAL: Senior executives from US Bank, Northwell Health and Campari are among the judges being announced today for the Effective Innovation category in the 2018 Warc Awards initiative, a global search for next-generation marketing effectiveness.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

News

LOS ANGELES: Snapchat, the image-messaging app which is estimated to have 173m active users, is launching an initiative to encourage startups to grow their business by advertising on the platform.

Article

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