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News

NEW YORK: YouTube was rocked earlier this year when it suffered a mass boycott by brands concerned about their ads appearing next to inappropriate content, but the latest data suggests advertisers are using the video platform as never before.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article, which is based on research conducted by Ipsos, details the growing dangers of brand boycotts in an increasingly politicized climate across the US.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, launched a radio campaign to help Lebanese women come to grips with domestic violence and seek help for themselves or others.

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 Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

News

LONDON: Heritage British brands head YouGov’s first UK brand health rankings, with high-end retailer John Lewis in first place, followed by the BBC’s iPlayer service, in contrast to the young tech brands that dominate the global ...

News

SINGAPORE: Exports from New Zealand to Singapore and other Asian markets have risen steadily over the past decade, leading a senior public relations executive to believe it is New Zealand's national brand itself that is driving much of the growth.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Article

This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

Opinion

The recent fallout over brand safety is yet another sign to the industry that we need to do more to establish and guarantee advertising only appears in brand safe environments, that the advertiser actually wants to appear in.

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.

Article

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

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.