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Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Case Study

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

Case Study

Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

SINGAPORE: Content marketing should focus on specific audiences, localisation and getting consumers to participate and contribute, according to a former GE executive.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

The agency sector is not immune to the problems of bias, prejudice and discrimination that have rapidly come to a head in many industries, and should strive to tackle these issues in a comprehensive way.

Case Study

One Feeds Two, a British charity, designed a simple smile logo to stand out on partners' packaging and raise awareness of its cause in the UK.

Case Study

Focusing on the magical moments of warmth helped Tetley’s tea brand reinvigorate its image and increase sales globally.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Bulwark Cider, the Canadian cider brand, expanded globally and increased sales penetration by showcasing its craft and artisan credentials in its design.

Case Study

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.

Opinion

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

Article

CES 2018 delivered numerous new technologies of potential interest to marketers, but several core themes emerged that may be the priority for brands seeking to understand the changing digital ecosystem.

Article

Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.

News

TAIPEI: Asian FMCG brands are able to outperform global ones thanks to their ability to react more quickly to changing consumer tastes and habits and to tap into shifts in local retail.

News

MUMBAI: Patanjali Ayurved, the yogi-led FMCG company, has shaken up the offerings of multinational brands in India as its traditional “herbal” toothpaste flavours have stolen market share from giants such as Hindustan Unilever and ...

Article

General Electric, the industrial conglomerate, successfully used branded content to show off its credentials as an innovator and a pioneer in the renewable-energy revolution.