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Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

News

As digital entertainment content booms both on desktop and mobile in India, industry players are having to navigate questions around statutory regulation, which has not been a major issue in this space until now.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Case Study

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

News

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Article

The Beano, the venerable British kids’ comic turned multimedia content company, has launched a brand consultancy; here it shares five strategic insights for engaging with Generation Alpha.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

News

Chinese consumers are bombarded with advertising and are tuning it out, but savvy marketers can still cut through by understanding Chinese culture, according to a market expert.

News

A "Love Over Bias" spot created for Procter & Gamble by agency Wieden+Kennedy claimed the "Best in Show" prize at the Association of National Advertisers' (ANA) 2018 Multicultural Excellence Awards.

Article

Fashion brand Lacoste is intimately bound up with sports, tennis and golf in particular, reflecting the background of its founder, but its marketing approach to these sports differs.

News

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.

Case Study

Bajaj Allianz, a life insurance company, launched a new product in India to serve the more optimistic mindset of millennial Indians.

Article

As digital entertainment content booms both on desktop and mobile in India, industry players are navigating questions of regulation in the content sphere.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Case Study

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Case Study

Star Bharat, a Hindi language Indian television channel, re-launched with the aim of becoming the leading channel in its category.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Case Study

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

Case Study

Amazon, the online marketplace, used a programme to engage female entrepreneurs in India to increase the number of products handmade by Indian women available on its platforms.

Case Study

Circles.Life, a telco network in Singapore, used a witty campaign to break entrenched consumer habits and drive consideration of its offer.

Case Study

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.