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News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

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

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

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.

News

NEW YORK/SHANGHAI: Tencent’s market valuation overtaking that of Facebook lends added weight to a growing trend that has seen Chinese agencies expanding in the US to offer services to brands targeting the world’s second-biggest economy.

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.

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.

News

GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

News

FLORIDA, FL: Weight Watchers, the weight-loss brand, has enjoyed marketing success through mixing the star power of Oprah Winfrey with telling real-life consumer stories.

Article

7-Eleven Philippines is pioneering a new business model to take e-commerce to the Philippines mass market – potentially 90 million people - via its 2100 stores nationwide.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Case Study

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

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

BRUSSELS/PORTSMOUTH, NH: With just over six months to go before the European Union’s General Data Protection Regulation (GDPR) comes into force, it appears US companies are better prepared than their European counterparts.

News

SHANGHAI: Singles’ Day, the annual shopping event hosted by Chinese e-commerce giant Alibaba, is expected to generate a record 152bn yuan ($23bn) in sales this year and British brands are on course to perform well, according to industry ...

News

GLOBAL: Hong Kong is the most visited city in the world, after attracting 26.6m global travellers in 2016, according to new rankings that are dominated by Asian cities.