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Opinion

As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx.

Article

Marketers can use a simple ABCDE framework in Asian markets to make their data-driven marketing initiative more effective.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Research Paper

Microsoft, a multinational technology company, introduced efficiencies and survey enhancements to monitor a much wider range of satisfaction indicators, allowing it to become a truly customer-obsessed organisation globally.

Case Study

Telia Enterprise, a telephone company, reached small businesses in Denmark with its campaign to inform them about telco, which then generated sales leads.

Case Study

American Express, a financial services corporation, leveraged machine learning and data science to layer card spend and usage behavior with program engagement at the user level, giving it the ability to tailor communications to each US card member's individual needs.

Article

Introduces new insights on how to maximize marketing effectiveness with multicultural consumers through digital media by quantifying digital spend by ethnicity and race.

Article

Office Depot, the retailer, is pursuing a journey of digital transformation that reflects wider changes in the business environment.

Case Study

Microsoft, the technology company, increased awareness of the dangers of using false Microsoft products in Myanmar by launching an event with a fake influencer to show that a pirated version will never be as good as the real thing.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

News

SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Case Study

Officeworks, an office supplies retailer, stimulated sales growth in Australia by changing its brand strategy from a value retailer to one that promotes creativity and achieving aspirations.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Case Study

Jesse's Deli, a New York bodega, partnered with other small business owners to launch a campaign that highlighted the issue of out-pricing rents, and successfully passed a law protecting small business owners in the US.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Article

BlackRock, the asset-management company, believes that new marketing technologies can enable brands to achieve “precision empathy”.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Case Study

MailChimp, a marketing automation platform, launched a campaign in the US based on a meme that was created after its brand name was mispronounced on the popular podcast Serial.

Case Study

Etsy, an e-commerce website focused on handmade or vintage items and supplies, launched the #EtsyForYou social campaign in the UK in order to drive consumers to a gift guide hosted on its website and increase seasonal sales.

Case Study

Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

Opinion

The General Data Protection Regulation (GDPR) is more than a compliance challenge; it’s a rare opportunity to build customer relationships around trust and clarity – a once-in-a-generation change in how businesses and their partners handle consumer data, argues Doug McPherson of OpenX.