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News

LONDON: Accenture’s acquisition of Karmarama in November last year sparked a flurry of debate about the role of consultancies in the marketing sector, but the chairman of the creative agency has “definitely no regrets” about the ...

News

VANCOUVER: The government of British Columbia has received a pitch from computing giant IBM to integrate blockchain technology into Canada’s cannabis trade, ahead of legalisation next year, as provinces scramble to find solutions to the ...

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

Fast-food brand KFC used TV, PR and social media to launch its new value meal and break McDonald's stranglehold on the market in India.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

Article

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.

News

NEW YORK: YouTube and Facebook have been trying out six-second ads for some time, but now the Fox TV network is poised to launch its first use of the format during National Football League (NFL) games this autumn.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

News

CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...

News

NEW YORK: T Brand Studio, the internal content marketing agency at the New York Times, could assume external media planning and buying for brands, according to a senior executive.

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 report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

Article

This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

Article

This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.

Article

This article details how brands are successfully using social media videos to engage with consumers and notes some ways in which they do this.

Article

This article advises companies on how to adapt to the upcoming changes that will occur with the implementation of General Data Protection Regulations (GDPR) in the European Union.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.