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News

LONDON: Most TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video on Demand (BVOD) and both media owners and advertisers need to understand the impact of this ...

Article

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

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

News

BARCELONA/GURGAON: La Liga, the top flight of Spanish football, has agreed a deal with Facebook to show all 380 league matches on the social network to viewers across south Asia with games available, at first, without ads as part of a strategy that ...

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

News

GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business results, according to two industry figures.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

News

NEW YORK: Shopping malls need to emphasize their role as fashion hubs, promote shopper socialization and reinvent food courts to help “draw crowds”, a study in the Journal of Advertising Research (JAR) has argued.

News

SHANGHAI: As reports emerge of Google’s plans to re-enter China, some market experts aren’t optimistic about the company’s ability to crack the notoriously difficult market which is dominated by home-grown internet giants.

News

LONDON: A majority of young people in the UK think they have influence on their peers but few regard themselves as influencers on social media and many reject the ‘influencer’ label, new research shows.

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

News

NEW YORK: Four leading trade bodies, including the Association of National Advertisers (ANA) and Advertising Research Foundation (ARF), have outlined their opposition to asking respondents to the 2020 US census about their citizenship status.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

News

HOLLYWOOD, FL: Brands need to prepare voice strategies that can strengthen their position in this space for the long term, according to Sarah Hofstetter, chairwoman of agency 360i.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Article

Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.