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News

LONDON: Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

News

MUMBAI: A focus on local, quality content has helped Nickelodeon, the Viacaom18-owned channel, become India’s leading children’s channel.

Opinion

Brands are relying too heavily on average media metrics to understand their audiences’ social media habits, resulting in an incorrect belief that all social media users have tiny attention spans and just want ‘micro moments’, argue Yanling Leow and Alisdair Gray of iris Singapore.

News

AUCKLAND: New Zealanders are more economically optimistic than their Australian neighbours, with this positivity translating into purchase decisions, according to new research.

News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

News

MUMBAI: Marketers may still be coming to terms with ‘big data’ but in future they are going to have to understand ‘dark data’ and combine that with behavioural psychology to predict human behaviour.

News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

News

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

News

DELHI: Amazon Pay, the ecommerce giant’s digital wallet service, has entered into competition with Flipkart and Paytm’s payment options, amid stellar growth in payment services in India.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article explores views around the use of virtual reality as an advertising medium.

News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

News

NEW DELHI: Smartphones are becoming a marketing tool for some retailers and manufacturers in India, who see them as a way of pulling upgrading Indian consumers into their orbit.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.