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News

GLOBAL: Manufacturers of athletic clothing and footwear, like Adidas and Puma, are being forced to adapt to the pressures, mores and volatility of high fashion, as ‘dad-sneakers’ become the flavour of the month.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

KUALA LUMPUR: Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to loyalty, according to new research for Hootsuite, the social media analytics company.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Article

Hindware, a premium bathroom modelling company from India, is using digital and social media platforms to inform its traditional retail formats and shorten the customer journey.

Article

Voice technology has the potential of breaking down many of the barriers women face, particularly in emerging markets, and brands that design voice applications that directly appeal to women can tap into a huge opportunity.

Case Study

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

Article

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.

Case Study

ActivKids Immuno Boosters, a nutrition supplement, used content and social media to build a parenting community and increase sales in India.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Article

Explains how to implement the three main elements to marketing’s role in customer value growth and what they mean in practice.

Opinion

The pursuit of perfection is slowing marketers down and damaging their ability to build and shape brands that people care about, says Gareth Kay.