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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

News

MELBOURNE: Amazon’s expected full-scale launch in Australia today is stressing small business owners and focusing the minds of top executives at large retailers.

Article

This Company Profile from Euromonitor provides key details and analysis of Wal-Mart Stores Inc, the owner of brands such as Asda and Walmart.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Opinion

Good CX is not just about doing things quickly, argues Fetch’s Julian Smith. Most important is to find a strategy that leverages your knowledge of the consumers as well as their understanding of your brand.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

News

NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

Telecom operator du ran a campaign in the UAE to raise awareness about oversharing personal information on social media.

Case Study

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

Case Study

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

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

News

STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.