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Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Article

The 4A’s (American Association of Advertising Agencies) is tackling brand safety concerns through the creation of an Advertising Protection Bureau.

Article

Ford, the automaker, has effectively tapped virtual reality (VR) as a means of engaging consumers in new and powerful ways.

Case Study

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

News

NEW DELHI: Overall levels of brand trust in India are falling, with a “trust gap” emerging, according to an annual consumer survey to establish the country’s most trusted brands.

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

NEW DELHI: Google and Amazon are preparing to go head to head as they look to develop a market in India for voice-controlled smart speakers, according to local media buyers.

News

SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...

Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

News

NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.

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.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.