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News

Legacy brands may struggle to compete with direct-to-consumer rivals unless they consider making acquisitions in this space, according to Terry Kawaja, founder/chief executive of LUMA Partners, a New York-based investment bank.

News

Altria Group, the maker of Marlboro cigarettes and one of the largest manufacturers of tobacco in the world, has taken a bold step into the cannabis market by investing $1.8bn in Cronos Group, a cannabinoid firm based in Toronto.

News

Alibaba, the Chinese e-commerce giant, has formed a partnership with the Belgian government that will see the creation of a trade hub and other initiatives to facilitate cross-border trade opportunities.

News

US companies are investing in data for marketing purposes as never before, according to new research that links the trend to the central role programmatic advertising now plays in the industry.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

News

Banking is changing rapidly in the digital age as the industry responds to consumers’ demands for an approach that mirrors their experiences elsewhere – a development that is one of Admap’s Drivers of Change in 2019.

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.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Opinion

This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Article

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

News

Altria Group, the maker of Marlboro cigarettes, is in talks with a Canadian cannabis company as it seeks to diversify from its core tobacco business.

Article

Provides marketers with information and guidance about using native advertising.

News

India has most recently been a hotbed for competitors in the e-commerce space, with Amazon and Walmart making big investments.