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Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

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

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

News

HONG KONG: Agency holding groups have helped to drive a 15% overall increase in mergers and acquisitions activity in the Asia-Pacific region this year, in contrast to other regions where ‘unconventional’ buyers and marketing technology ...

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

BEIJING: Alibaba and Tencent, two giants of the Chinese tech ecosystem, and the venture fund, China Media Capital, are reportedly in talks to buy a minority stake in WPP Group’s China operations.

News

IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Article

A data-fueled look at how US Hispanics are a valuable demographic and what they look for during the online retail path to purchase.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

BEIJING:  A draft e-commerce law in China has the potential to increase pressure on smaller online retail companies to crack down on the sale of fake and counterfeit products on their platforms.

Case Study

The Ad Council, a US non-profit organisation, created a campaign which used a live stunt and PR support to address prejudice at a national scale.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

News

NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.

News

SAN FRANCISCO: HP, the US tech firm, has spent at least two years putting pressure on its agencies to increase the diversity of teams working on HP accounts, and now it appears the initiative is paying off in terms of commercial results.

Case Study

Franklin Templeton Investment Management Ltd – Fondul Proprietatea (FP), Romania's biggest investment fund, launched Reaching the Point of No Return, a campaign to position FP as an activist shareholder.

Case Study

Timberland, a manufacturer and retailer of outdoors wear, increased its sales and reconnected with Asian consumers by rebranding itself as Teeboolang in China and creating a campaign video for its classic yellow boots.

News

SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

Case Study

Merck, a pharmaceuticals company, partnered with CNN Courageous Studios, a television news channel, to encourage people to get the HPV vaccination to help limit the chance of getting HPV-related illnesses.

Case Study

Contraceptive brand i-can used social media to change the male narrative on contraceptive choices and drive visitors to its website in India.