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News

DELHI: Amazon Pay, the ecommerce giant’s digital wallet service, has entered into competition with Flipkart and Paytm’s payment options, amid stellar growth in payment services in India.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

HONG KONG: Banking is waking up to, and publicly acknowledging, the threat posed by agile fintech companies, as China’s tech giants gain more ground in traditional industries.

News

SEOUL: As the debate over whether automation will lead to a wholesale loss of jobs for humans, the Moon Jae-in administration has proposed a reduction in financial incentives for companies adopting robots.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

News

SHANGHAI: McDonald's intends to open around 2,000 new stores in China over the next five years, with a focus on tier 3-4 cities.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

News

BENGALURU: Amazon’s foray into the world’s second most populous country produced valuable lessons that are now informing how the e-commerce giant operates in the mature markets of the US and Europe, according to a company executive.

News

LONDON: Individuals will enjoy increased power over their personal data, including a right to be forgotten, while companies will face dramatically bigger fines for non-compliance, the government announced.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

News

NEW YORK: The New York Times (NYT) has seen its global programmatic direct revenues double over the last three months, compared to the previous three, but the publisher and its clients still face some challenges in overseas markets.

News

SAN FRANCISCO: Facebook is reportedly working on developing a video chat device for the home that would be the first major product to emerge from its hardware research lab, Building 8.

Article

This article looks at the comparison between two approaches to consumer decision behaviour - the utility model (RUM) and Random Regret Modeling (RRM) - and offers a hybrid solution to provide a more effective framework.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.