Article
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Geoffrey Precourt, Event Reports, ANA Media conference, March 2018
Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.
News
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12 April 2018
AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.
Article
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Stephen Whiteside, Event Reports, SXSW 2018, March 2018
Coca-Cola, the soft drinks giant, believes its Freestyle machines – which allow consumers to pick between, and mix, over 150 beverage flavors – offer numerous possibilities for driving growth.
Article
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Doreen Wang, WARC Best Practice, April 2018
Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.
News
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30 March 2018
SINGAPORE: Marketers in Asia-Pacific will outspend their international counterparts in digital channels this year, with an estimated 45% of all adspend going into digital compared to an average 40% in other markets.
Article
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Sam Peña-Taylor, Event Reports, MRS Impact, March 2018
Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.
News
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28 March 2018
MUMBAI: Oppo, the Chinese smartphone maker, aims to establish dominance in India by emulating the flash-sales tactics that helped its rival Xiaomi knock Korean giant Samsung out of the top spot.
Research Paper
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Christopher Pich, Guja Armannsdottir and Louise Spry, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 198-213
Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.
Gunn Report
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Gunn Media, 2018
Contains the creative for the 'Pocket Patrol' campaign for Samsung by the agency Leo Burnett in Australia.
Gunn Report
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Gunn Media, 2018
Contains the creative for the '#SuzukiSaturdays' campaign for Suzuki Vitara by the agency the7stars in London.
News
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23 March 2018
HANGZHOU: Tmall Global, the Alibaba-owned online marketplace that specialises in cross-border e-commerce, has announced plans to open six new procurement centres around the world in a move expected to benefit overseas brands.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.
Article
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J. Walker Smith, Market Leader, Quarter 2, 2018, pp. 24-27
Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.
Research Paper
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Subhadip Roy and Aditya Shankar Mishra, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 33-50
This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.
Research Paper
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Terri H. Chan, Rocky Peng Chen and Caleb H. Tse, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 90-110
This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.
Article
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Stephen Whiteside, Event Reports, SXSW 2018, March 2018
Comcast, the media company, is exploring the power of voice technology through the use of remote controls that are activated using oral commands.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.
Article
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Low Lai Chow, WARC Exclusive, March 2018
Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.
News
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28 February 2018
BEIJING: Samsung, the South Korean electronics giant, remains a leader in the global smartphone market, but it has witnessed a dramatic loss of market share in mainland China.
Article
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Sam Peña-Taylor, WARC Exclusive, February 2018
Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.
Research Paper
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Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
Case Study
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Institute of Communication Agencies, Grand Prix, CASSIES, 2018
The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.
News
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21 February 2018
BANGKOK: Ecommerce spending in Thailand remains far lower than the global average despite the country’s high mobile penetration.
Article
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Euromonitor Profiles, February 2018
This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.
