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Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Parachute Advansed Body Lotion used a multichannel strategy to completely relaunch its brand in a slowing Indian market.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Article

This article looks at the impact that rapidly advancing technology is having on every player in the Australian and New Zealand media business, from print to TV to digital.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

Research Paper

This paper explains how Fitness First, a global gym group, used big data analysis to turn raw data into a tangible asset for the business.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Case Study

This case study shows how Ford Motor Company's brand 'Ford Ranger' succeeded in repositioning the well-established Toyota HiLux as outdated, resulting in Australian drivers choosing the Ford Ranger and tripling its baseline sales growth.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study describes how global banking brand HSBC used Facebook and YouTube to target stay-at-home mums wanting to get back to work, to boost its brand in the United Arab Emirates.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

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 Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

News

SYDNEY: Australian financial brands should "connect at a human level" in a time of heightened financial anxiety, according to a senior marketer at NAB, a 'big four' Australian bank.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.