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News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

News

SINGAPORE: The battle between Asia’s homegrown e-commerce giants and Amazon is heating up as the US company sets its sights on South East Asia – and Alibaba’s dominance – with the launch of services in Singapore.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

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 paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This short article looks at Danah Zohar's 'The Quantum Leader', a book that offers a powerful new model for business thinking and practice where leaders can adapt to chaos and thrive on uncertainty.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

News

NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

News

SINGAPORE: The traditional telco category has a "KPI of frustration" and is ripe for marketing disruption, a senior telco executive in Singapore believes.

Case Study

This case study explains how animal advocacy charity WildAid united elephant NGOs and people around the world to persuade the UN to ban the ivory trade in a campaign driven by content and social media.

Case Study

This case study explains how the US Army created a difficult to complete simulation mission contained in a website to attract high quality STEM graduates.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

News

SINGAPORE: The spread of mobile coupled with the fact that over 45% of Asia's population are millennials has been a marketing game-changer for Johnson & Johnson, according to a leading executive.

News

GLOBAL: Most audience behaviours in most media can be captured and reported but economic and political factors frequently hamper the adoption of more accurate measurement methods, an industry figure has argued.