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News

NEW YORK: Line Friends, the character merchandising unit of Japanese media giant Line Corp, opened its first megastore in the US this week as the company seeks to raise awareness of its messenger app in America.

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Case Study

This case study shows how Ita├║, a financial services brand, successfully increased its audience's perception of the brand as a digital bank, by using Facebook's new Canvas feature to launch a reading campaign across Brazil.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This article looks at how retailers can get people to shop in store while customers continue to shift to online shopping.

Case Study

This case study explains how fast food chain KFC launched a new limited edition product in Vietnam with a TV ad.

News

SEOUL: Online shopping is growing fast in Korea, with mobile now accounting for well over half of all sales value, new figures show.

Article

This article outlines how Mondelez is crafting its marketing strategy for Tier 3 and Tier 4 cities in China to grow established brands such as Oreo, and new chewing gum brand Stride.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

News

LONDON: Walt Disney has been named the most valuable media brand in the world after the US entertainment group achieved success with its Star Wars franchise as well as its parks and resorts division.

News

HOLLYWOOD, FL: Verizon believes a growing suite of content assets can help it become an increasingly meaningful player in a digital advertising ecosystem now largely dominated by Facebook and Google.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

Case Study

This case study details how Selwyn's, a seafood snack manufacturer, redesigned the packaging for its Crispy Seaweed Snacks to increase distribution in the UK.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.

Article

This article explores the opportunities for brands in Indian sport, including the Indian Premier League (IPL).

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

News

SHANGHAI: Brands, including Mondelez and Moleskine, are using a huge influx of new Chinese customers on Singles Day to fuel their data and CRM marketing efforts through the rest of the year.

Article

This Company Profile from Euromonitor provides key details and analysis of Hershey Co. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the confectionery market.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.