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Opinion

Influencer marketing “has democratised the advertising industry just like Uber did with travel”, according to Edward East, founder and CEO of influencer marketing agency Billion Dollar Boy.

News

SHANGHAI: Wealthy Chinese students studying abroad are an increasing focus for luxury brands, with label-loving students acting as key opinion leaders and personal shoppers in international Chinese communities.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

News

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

News

SHANGHAI: International luxury brands are jumping on China’s live-streaming craze as Fashion Week in European capitals offers new chances to engage Chinese shoppers.

Article

Brands including telecom manufacturer Samsung and Westpac, one of Australia’s largest banks, are rethinking the role of TV in their marketing strategies.

Article

Provides an overview of the past, current and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.

Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Opinion

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.

Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Ultimate Giving Pleasure' campaign for BMW by the agency FCB in Russia.

Gunn Report

Contains the creative for the 'INFINITI Q50S - Unleash Your Potential' campaign for Infiniti by the agency OMD in Dubai.