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News

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

News

GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

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

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

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

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

News

ORLANDO, FL: Kentucky Fried Chicken, the quick-service restaurant chain, has enjoyed a consistent pattern of growth having reinvigorated the brand, and returned Colonel Sanders, its iconic founder, to the core of its messaging.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

News

CHICAGO: An increasing number of brands are deploying user-generated content in their marketing strategies, so a new study that confirms the willingness of consumers to share their life milestones on social media should prove to be insightful.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

News

SYDNEY: As travel marketing has shifted towards portraying memorable, meaningful experiences, legacy travel brand Contiki has adapted its content strategy to broadcast the first-hand experiences of its customers, resulting in e-commerce sales ...

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.