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Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

News

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

News

CANNES: Savlon, the antiseptic brand owned by ITC, won the Grand Prix in the Creative Effectiveness category at the 2018 Cannes Lions International Festival of Creativity for a campaign developed with the Mumbai office of Ogilvy, the agency.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Case Study

Domino's, a pizza brand, increased its online sales on New Year's Day by taking over a Sky TV channel and launching the Recovery Channel for hungover viewers in the UK.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Case Study

BIPA, a drugstore retailer in Austria, broke a Guinness World record by launching a live stunt on TV to promote its discounted products.

Case Study

Honest Tea, a tea brand, created the Pay with Honesty, Get Honest Tea campaign in the US to generate media buzz and promote honesty through pop-ups.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Research Paper

Explores the importance of personalizing ads based on location data and past purchase behavior and looks into the challenges that marketers face with the increasing role of mobile and digital along the path to purchase.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

News

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

News

NEW JERSEY/SLOUGH: Mars, the confectionery to pet foods business, sets great store by creativity in its marketing but sees science and data as vital to exploiting that to greatest effect, its CMO has said.

Article

Home Depot, the home-improvement chain, is leveraging mobile in order to drive revenue, amplify its other media channels, and increase consumer engagement.

Research Paper

Hershey's, an American food company, combined new research thinking and new technology to deliver actionable client insights.

Article

Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.