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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

The University of Sydney, in Australia, used programmatic to deliver highly personalised ads which led to an increase in postgraduate applications and a reduction in cost per acquisition.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Article

The traditional milkman was the inspiration for Picnic, a Dutch online grocery store which provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

News

NEW YORK: Walmart, the retail giant, is leveraging digital tools and solutions to help people save time, having learned this outcome is even more important to many consumers than saving money alone.

Article

Walmart, the world’s biggest retailer, is adapting its business to make sure it can compete at the highest level in the online and offline worlds alike.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Article

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

News

CANNES/NEW YORK: Marketers need to stop talking about AI and get on board with it – and quickly – according to a leading industry figure.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.