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Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

Case Study

Enti.ma, a fashion and lifestyle website, increased brand awareness by launching a digital and social media campaign that directly responded to a state-sponsored TV show normalising domestic violence in Morocco.

Article

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

Case Study

Leading smartphone producer Samsung created an audience-led campaign that increased its appeal among a wider audience in the UK.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

CALM, a mental health charity, launched L'Eau de Chris, a collaborative campaign with Topman to raise public awareness of men's mental health in the UK.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Case Study

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

News

SINGAPORE: Advancing policies to improve women’s equality in Asia Pacific economies could add $4.5 trillion to the region’s collective GDP by 2025, according to a new study of 18 APAC markets.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

Women behave and react differently in financial decision-making situations from men, new Kantar research finds.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Research Paper

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

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

News

DUBAI: As Saudi women gain greater freedom and push the boundaries of convention in the kingdom, advertisers need to rethink their approach to how they reach and engage with these consumers, according to a leading marketer.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

Article

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

News

BEIJING: For the first time, men in China spent more online than women, due to heavy spending from young men on takeaway food and gaming, in a reversal of the traditional belief that women shop more than men.

Article

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.