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News

LONDON: One in three marketing campaigns in the UK is now focused on securing the necessary permission to ensure compliance with the General Data Protection Regulation (GDPR) which comes into force next year, a study suggests.

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 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.

News

NEW DELHI: Three weeks after the majority of McDonald's restaurants in New Delhi shut because their operating licenses had been allowed to expire, the city’s consumers are unconcerned and have moved on to one of the many other choices ...

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article explores how Optus, a major Australian telecommunications company, is adopting an innovation mindset for its marketing in a highly competitive but often slow-moving category.

News

NEW YORK: US consumers regard voice technology and payment by fingerprint scanning as "cool" technologies that they are prepared to embrace, according to research, which also finds them resistant to "creepy" tech like face recognition and AI.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

News

GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This event report outlines how National Geographic, the media group, has built an Instagram fanbase numbering more than 70 million people.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Article

This paper explores how a recent shift towards consumerism and patient empowerment has encouraged companies to reassess the role and structure of patient support programs.

Article

This article shows how marketers can maintain relevancy and keep up with real-time consumer intelligence by providing key information and tips on customer engagement.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.