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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.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

News

LONDON: Two-thirds of the world’s digital display advertising is set to be traded programmatically within a couple of years, but, say two industry figures, the issue of context has to be addressed.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

Rock Bottom Restaurant & Brewery increased the number of clients in their home base of Denver Colorado utilizing Waze.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Du, a telecom operator in the UAE, increased its relevance targeting the tourism industry.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

The University of Sydney, in Australia, used programmatic to deliver highly personalised ads which led to an increase in postgraduate applications and a reduction in cost per acquisition.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.