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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

News

FLORIDA, FL: Weight Watchers, the weight-loss brand, has enjoyed marketing success through mixing the star power of Oprah Winfrey with telling real-life consumer stories.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Du, a telecom operator in the UAE, increased its relevance targeting the tourism industry.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

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.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.