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Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Article

Redmart, Singapore’s leading online grocery service, used consumer-led research and technology to improve its performance in the fresh produce category.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Summarises Admap's November issue by looking at the various ways to define personalisation, how it should be approached and practical advice and pitfalls.

Article

Provides personalisation success stories in India from brands such as Uber, Suzuki and Flipkart and explains what makes them work.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Hindi general entertainment television channel Star Plus used a multi-pronged multimedia campaign to create a social shift in India and increase viewership among young women.

Case Study

Thai ready-to-drink brand Scotch grew product sales by running a widely publicised online tutorial programme.

Case Study

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Case Study

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Case Study

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

Case Study

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Case Study

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Case Study

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Case Study

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Case Study

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina.

Article

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

News

Brands representing 20% of the plastic packaging produced globally are among signatories to a new United Nations commitment to eradicate plastic waste and pollution.