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Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

News

SINGAPORE: The four Cs of marketing in luxury travel are “content, content, content and content”, according to a senior marketing expert in the area.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Case Study

Luxury resort Atlantis The Palm, Dubai used a branded-content short film to increase UK visitor numbers.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Case Study

Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

News

LONDON: Threads Styling is an e-commerce service without a website and without an app. The fact that is has raised $20 million in funding for its innovative, messenger-based personal stylist service, points to the future of luxury retail online.

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

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.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Opinion

Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.

Case Study

Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.

News

SINGAPORE: Singapore’s national brand is set to benefit from the historic first meeting between US President Donald Trump and North Korean leader Kim Jong-un, as the city-state hosts one of its biggest ever international media events.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

Agria, a pet insurance provider, launched the Animals of Norway campaign to increase the number of pets insured in Norway and raise brand awareness.

News

LONDON: Brits may be gloomy about the state of the economy and feeling the financial pinch but a majority prefer to splash out today rather than save for later, a new survey suggests.

Case Study

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Gunn Report

Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

Case Study

KFC, a fast food chain, launched a personalised Black Friday campaign, #KFCBlackFriedDay, to increase brand love in South Africa.