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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.

News

NEW YORK/LONDON: The nature of luxury brand advertising is shifting away from portrayals of a distant exclusivity to a more inclusive relationship with consumers, according to a new study.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Opinion

Anvar Alikhan charts the rise of Indian leather goods brand Hidesign and uncovers the secrets of its success.

Article

This article outlines how Renault and Bentley are rethinking brand experience beyond traditional experiential marketing to overcome brand perception challenges in Australia.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

News

LONDON: In the quest to break through online clutter, brands need to challenge the capabilities and restrictions of social media formats in order to surprise consumers with something new, an AKQA planner has said.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

News

BEIJING: China is set to become the most influential trendsetter in the world of mobile marketing and omnichannel integration, according to a senior figure in Tencent, creator of WeChat.

Article

This article provides marketers with information and guidance about luxury brand advertising.

Article

This article explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.