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News

NEW YORK: America’s affluent millennials are still interested in owning their own cars in the near future, yet are changing in the long term, as close to half see themselves not owning a car at all.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

News

LONDON: Channel 4, the UK broadcaster, was forced to dip into its content reserves last year in order to protect creative programming as income from TV advertising declined in the wake of the EU referendum.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Article

This article examines how millennials think about money and finance as well as how they differ from preceding generations.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how medical devices company Omron increased sales of a digital scale in Brazil with a striking print ad.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study explains how The Samaritans, a charity which provides a helpline for emotional support to help stop suicide, used print and outdoor ads to increase calls and reduce suicides in Hong Kong.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Research Paper

This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.

News

SHANGHAI: With consumer spend stagnating in China’s megacities as a result of economic downturn, FMCG companies are turning to provincial China as the next frontier of growth, according to a senior Mondelez executive.