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Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

News

LOS ANGELES/BEIJING: Lime Crime, the cosmetics company, adopted a distinctive approach to launching in China in response to the unique dynamics that were facing its brand in the country.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Case Study

US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Case Study

Alliance Data, a loyalty and marketing service provider, made the credit application process easier by producing ‘Frictionless Mobile Credit’, which allows consumers in the US to apply via a text message.

Article

This Company Profile from Euromonitor provides key details and analysis of LG Corp, South Korea’s fourth largest conglomerate which has four divisions including Home Appliances & Air Solutions.

Article

This article looks at the multitude of cyber threats faced by brands in today’s online environment, making it a challenging problem to develop an online brand protection strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

News

HONG KONG/THE HAGUE: China and Hong Kong are by a wide margin the largest shipment centres for counterfeit goods sold around the world, according to a new report from the European Union.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.