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News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

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

MELBOURNE: The University of Melbourne’s interactive research exhibition using re-purposed outdoor media sites across the city’s central business district positively impacted brand perception and drove donations, according to those who ...

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Article

University of Melbourne and agency McCann revealed the insights behind their Grand Effie winning out-of-home campaign that raised awareness of the university’s research and boosted positive brand perception.

News

NEW DELHI: PepsiCo India has secured an interim order from the Delhi High Court, requiring social media platforms in the country, including Facebook, Twitter, and YouTube, to delete thousands of posts and videos that suggest the ...

News

NEW DELHI: Vicks, an American brand of over-the-counter medications, took the Platinum SABRE for Best in Show at the 2018 South Asia SABRE Awards.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

Case Study

Staqu, an AI startup, launched its AI-based Human Efface Detection technology to help technologically progress the Indian Police Department.

Case Study

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

News

BRUSSELS: About two-thirds (65%) of multinational brands plan to increase their spending on influencer marketing over the next 12 months, but they will do so only where standards on transparency are met, a new global report has found.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Gunn Report

Aldi, the supermarket chain, accelerated its category growth in Australia by reversing the perception that its price-cutting reputation meant a compromise in product quality.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Case Study

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.