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Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

News

NORTH CAROLINA: American marketers are pushing ahead with digital spending, while failing to dedicate as much thought to the wider societal picture, according to a new survey.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

Case Study

Ipswich City Council's Economic Development Department embarked on a transformational three-year program for the region's tourism economy as it was tasked with significantly increasing the Australian domestic overnight visitor market.

Article

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

News

SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

News

GLOBAL: Anheuser-Busch InBev, the world’s largest brewer, has announced significant changes to its organisational structure, including an overhaul of its senior marketing team.

News

HOLLYWOOD, FL: TD Ameritrade, the investment and brokerage company, successfully enhanced its marketing analytics capabilities to reflect its changing business priorities.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

Article

Reveals the books that influenced Rob Smith, chief client officer of McCann Worldgroup UK.

News

MUMBAI: The role of the chief marketing officer is changing, and marketers must stay on top of evolving business priorities, according to the CMO of one of India’s biggest beverage companies.

Article

The role of the Chief Marketing Officer is changing, especially in India, and marketers must stay on top of evolving business priorities, according to United Breweries CMO Samar Singh Sheikhawat.

News

MUMBAI: Sir Martin Sorrell, ex-CEO of WPP, is optimistic when it comes to India’s future as an advertising leader, given the economic and technological change in the country.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Article

New research from B2B agency Gyro and the Financial Times explores the role different emotions play along the B2B path to purchase.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

Sir Martin Sorrell, ex-CEO of WPP, outlines why he’s so optimistic about the role of India in the international advertising industry and why he believes starting from a clean slate is an advantage.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.