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News

As the nation awaits the annual John Lewis opus, there are signs that UK retailers are taking a different advertising approach this year, eschewing blockbuster ads in favour of more direct appeals to get shoppers through their doors.

Case Study

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Case Study

Transnational consumer goods company Unilever updated its corporate 1001 Inspirasi Ramadhan campaign to create unprecedented standout during Ramadan, Indonesia's busiest retail period.

Case Study

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

Case Study

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Details how brands can use dynamic creative to target specific groups of consumers and personalise the customer journey.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Case Study

The Association of Philippine Broadcasters, an industry body, created a video to encourage tolerance towards Muslims.

Case Study

Telecoms company Vodafone India grew its user base and data usage by positioning its network as strong and reliable in response to a rival's disruptive entrance to the market.

Case Study

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.

Case Study

Maxis, Malaysia's leading premium telco brand, used an emotive story-based strategy to highlight the importance of a great network connection and stand out from the competition.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

Case Study

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

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Salt brand Tata Salt appealed to communities in the rural state of Bihar in India with an experiential installation at the Chhath Puja pilgrimage site.

Case Study

Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.

Case Study

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Case Study

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

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Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow brand share.

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Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.

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Heritage spaghetti noodle brand, Royal, used online video to reboot its Sweet Celebration dish bundle for the Christmas Eve celebration market in the Philippines.

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Alcoholic beverage brand Kingfisher launched a nightlife planning app to target young consumers in India and increase footfall at its partner outlets.

Case Study

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.