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News

NEW YORK: Airbnb, the San Francisco-based short-term rental listing company, has been forced to respond to a suggestion in a TV ad that it had a part to play in a terrorist attack.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This article examines the rise in use of Data Management Platforms (DMP), why they are popular and whether advertisers should consider investing in building and running their own.

Article

In this article, the author adds her own contributions on how to use data to gain human insight into customer needs.

News

HONG KONG: Asia's millennials face a financially uncertain future as, sandwiched between looking after ageing parents and bringing up their own children, many are failing to provide for their own retirement.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Case Study

This case study details how Freedom Finance, a loan broker, repositioned its brand to increase loan applications in the UK.

Case Study

This case study describes how Lloyds Bank, a UK bank, opened a Clapham Junction branch with a new design focused on meeting consumer needs.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.

News

GLOBAL: Seven in ten consumers around the world are willing to accept "robo-advice" on financial services, according to a new report, which also finds that two-thirds want human interaction when it comes to complaints and complex products.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This article explains why too much focus when seeking customer insight is dangerous for brand strategy, if brand strategists focus too much on the 'thin end of the wedge'.

Article

This event report outlines how brands can effectively reach members of Generation Z, and thus begin to build lasting connections with these young consumers.

Case Study

This case study describes how Virgin Money, the loans company, strengthened its sponsorship of the London Marathon in the UK in order to turn runners into Virgin Money customers.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Case Study

This case study details how Permanent tsb, a financial services provider, drove business performance and awareness as well as consideration for its mortgage offerings in Ireland.

Article

This event report outlines how SunTrust, the financial-services group, has effectively activated its brand purpose.