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Article

Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.

Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Opinion

If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.

News

NEW YORK: Meredith, the media business, is unpicking the ad sales structure at Time Inc, the publisher whose acquisition it completed in January this year.

Article

Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.

Article

Gemma Greaves discusses with Diageo’s Syl Saller and John Lewis’ Craig Inglis how bravery is necessary to do better marketing.

Article

Looks at the forecasting trade and how the longer a forecaster is in the game, the more likely it is they will be unfairly reproached for being wrong.

News

NEW YORK: Common Ground, a coalition of the six largest advertising groups in the world, has joined forces with Google to launch a global campaign in support of the United Nations’ Sustainable Development Goals.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

News

LONDON: It is almost exactly a year since Marc Pritchard, Procter & Gamble’s Chief Brand Officer, delivered his landmark speech demanding greater transparency in the digital supply chain, and it appears ongoing concern is prompting brands ...

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

Case Study

Clarins, the French luxury skincare brand, made use of a pop-up beauty bar to engage millennial women in the UK.

Article

Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.

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

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.

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

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used data research to develop a new brand positioning, 'Bring it On', which created brand awareness and drove sales globally.

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.

Case Study

Indian tractor manufacturer Mahindra & Mahindra synchronized the launch of its farming equipment initiative with the sowing/harvesting season to get farmers' attention.

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 ...