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Article •
Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.
Article •
The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.
News •
NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.
News •
ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.
News •
LONDON: UK publishers witnessed 5.6% growth in total digital revenues in 2017 compared to 2016, with the increase largely fuelled by 27% annual revenue growth in display advertising, a new study has revealed.
Case Study •
Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.
Case Study •
The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.
Article •
Global strategies, campaign updates and trends in the banking category.
Article •
Global strategies, campaign updates and trends in the spirits category.
Case Study •
Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.
Case Study •
Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.
Article •
This Company Profile from Euromonitor provides key details and analysis of Apple Inc.
Research Paper •
This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.
Article •
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
Article •
Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
Article •
Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.
Article •
Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.
Article •
This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.
Article •
Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.
News •
STAMFORD, CT: US consumer media usage and exposure, including all digital and traditional media, edged up 0.3% to an average 70.7 hours a week in 2017, according to a new report, but time spent with ad-supported media declined.
News •
NEW YORK/BARCELONA: The practice of targeting consumers by daypart needs to evolve beyond a focus on reach and look at the “need state” that drives them to turn to content at any given time, according to a new report.
News •
MUMBAI: Online video consumption in India has grown by almost five times in just the past year, with long-form video of more than 20 minutes duration accounting for a full 96% of content, according to viewing activity on Hotstar.
Article •
Cookies are losing their relevancy and usefulness for targeted advertising, due to a combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation.
Opinion •
Future network standard 5G is expected to take centre-stage at this year’s MWC in Barcelona, but, despite the excitement, Marc Schader of Havas expects some of the substantive issues to go unquestioned.
Case Study •
Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.