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Opinion

dmexco has come and gone, but what did the industry learn? Here are the top themes of 2018 in the words of those who ought to know: ad tech leaders.

Article

National Public Radio (NPR), the media organization, has enjoyed success in the podcasting space by extending and adapting its expertise from traditional radio broadcasting.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Podcasts represent an increasingly powerful advertising opportunity for brands, according to Randall Rothenberg, president/chief executive officer at the Interactive Advertising Bureau (IAB).

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Case Study

Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.

Opinion

Driving success in automotive advertising can be a tough ask. Saddington Baynes’ Chris Christodoulou explores how experience can inform auto advertising.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S.