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News

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.

Case Study

Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

News

BEIJING: For the first time, men in China spent more online than women, due to heavy spending from young men on takeaway food and gaming, in a reversal of the traditional belief that women shop more than men.

Article

This report uses 2017 Nielsen data to examine the digital media consumption habits of Australians, including devices used, generational differences and emerging trends.

Article

How consumers are engaging with their smart devices is essential knowledge for telecoms companies to position their brands in the right way.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Mountain Dew, a drinks brand from PepsiCo, launched its product 'Game Fuel' by creating an online gaming championship to connect with its target - India's gamers.

Case Study

Cheetos, a cheese-flavoured snack brand, developed a gaming app to target tweens in Turkey, increase brand awareness and reinforce Cheetos as a 'fun' brand.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study details how Microsoft, a technology company, created brand engagement between customers and its online gaming subscription service, Xbox Live.

Article

This article explores how Tencent, which owns QQ Music and WeChat, was able build a successful paid music streaming service in China with a focus on omni-channel marketing, volume of subscriptions over price, and music label partnerships.

News

LONDON: WeChat, a Chinese mobile messaging service, "is the best example yet of how China is shaping the future of the mobile internet for consumers everywhere", according to The Economist.

Article

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

News

BEIJING: Spending on virtual reality in China is forecast to almost quadruple in 2016 and to more than double again in 2017.

Case Study

This case study details the UK's National Bingo Game Association's campaign to protect the bricks and mortar bingo-halls from the broad implications of the financial crash.

News

NEW YORK: Anheuser-Busch InBev, the brewing group, believes that many brands could benefit from tapping into soccer's growing popularity in the US.

Article

This event report addresses why Anheuser-Busch InBev, the brewer, is aiming to tap into the growth of soccer in the US.

News

NEW YORK: Online gaming publishers, with a tech-savvy readership, report a significant proportion of their audience is using adblockers on desktop and are concerned that this behaviour is about to translate to mobile.

Article

This playbook provides a guide to holiday shoppers and digital influence on clothing and electronics purchases, examining the ways digital media and mobile devices are used differently among various age groups.

Article

This Company Profile from Euromonitor provides key details and analysis of Microsoft Corp, the owner of brands such as Xbox.

Research Paper

This paper shows how the use of a series of micro-surveys can replace longer surveys and, in turn, tackle two problems of standard access panels: sampling limitations and survey length.

Article

This Company Profile from Euromonitor provides key details and analysis of Sony Corp, the owner of brands such as Playstation.

News

LONDON: More than a half of UK smartphone owners have abandoned a mobile transaction, costing retailers a potential £6bn a survey has found.