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News

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

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

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

News

MUMBAI: Oppo, the Chinese smartphone maker, aims to establish dominance in India by emulating the flash-sales tactics that helped its rival Xiaomi knock Korean giant Samsung out of the top spot.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

News

LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

The Phoenix Symphony, the city’s largest performing-arts organization, has seen major benefits from moving to an all-digital marketing strategy.