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News

NEW YORK: The great majority of sales still take place in physical stores, and while Amazon is undoubtedly a threat, retailers need to be more methodical in assessing where the real battleground lies, according to four McKinsey consultants.

News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Article

Political campaigns typically struggle to persuade voters about how to cast their ballot, but innovation in this area could help increase the impact of their activities.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

News

WASHINGTON, DC: US internet users face larger bills and being blocked from accessing some websites as a result of FCC plans to dismantle regulations that ensure internet providers treat all web traffic equally.

Opinion

Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

LONDON: The launch of the iPhoneX has brought facial recognition nearer the mainstream, a development which is likely to open up new avenues for advertisers while increasing the concerns of privacy campaigners, according to a new WARC report.

News

BEIJING: As voice-activated speakers start to gain traction with consumers, FMCG giant Nestlé has introduced a Nestlé-branded smart speaker in China as a way of providing reliable and credible information to consumers.

Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

News

ORLANDO, FL: Chobani, the yoghurt manufacturer, has witnessed substantial benefits from constructing a “demand creation” department that pulls marketing, sales, insights and similar functions into a streamlined business division.

Article

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Article

Chobani, the yogurt brand, has maximized the power of consumer insights through a variety of tactics ranging from organizational restructuring through to expert storytelling.

News

GLOBAL: Two thirds of advertisers claim to have only “some understanding” of the role of their tech stack, while four in ten admit to using media technology ineffectively, according to research which highlights their dependence on their ...

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

NEW YORK: Smartphone penetration in the US has reached 82% of the potential market, rising to 93% among consumers aged 18 to 24, a new survey has revealed.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

News

NEW DELHI: Email is enjoying a resurgence among marketers as automation and personalised communications become priorities for brands, according to a senior marketer in India.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Article

In this viewpoint, the author discusses the global implications of the European Union's General Data Protection Regulation (GDPR), which will be enforced from 25 May 2018.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.