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News

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

News

SYDNEY: Australian supermarkets are using product testing groups as a way to not only gain better feedback from shoppers, but to enhance pre-existing loyalty programs.

Article

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

Case Study

This case study explains how marketing services company Deluxe Corporation used content marketing to build brand recognition and explain its services in the US.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

News

LONDON: Recent modest increases to food and drink prices in the UK have often been blamed on Brexit, the country's decision to leave the European Union, but a new report suggests the trend is almost entirely due to fewer promotions.

Research Paper

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Article

This event report outlines how JetBlue, the air carrier, is more deeply connecting its marketing creative with consumer insights.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

News

NEW YORK: Quality, exclusivity and craftsmanship are some of the characteristics traditionally associated with luxury brands, but to compete in today's market, brands must tap into the modern consumer mindset, according to a leading marketing ...

News

FORT LAUDERDALE, FL: Media brands that produce political polls should apply the same level of sophistication to this type of analysis as when making strategic decisions about their own businesses, a leading executive from CNN has argued.