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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.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

News

ACCRA: Insurance providers looking to target the mass market in Africa need to think outside the box, according to the founder of MicroEnsure, which has developed an innovative approach to selling insurance products on the continent.

Opinion

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

Case Study

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Article

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

News

ORLANDO, FL: State Farm, the insurance provider, has made “solve don’t serve” one of the guiding principles for its brand, reflecting its emphasis on helping customers obtain their life goals, rather than only being there if ...

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

Nestlé brand Maggi Noodles retained its brand love and consumer trust after a ban in India.

Case Study

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.