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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

News

NEW DELHI: Overall levels of brand trust in India are falling, with a “trust gap” emerging, according to an annual consumer survey to establish the country’s most trusted brands.

News

NEW YORK: OTT is emerging as a viable secondary content distribution platform for local TV channels to capture certain audiences and generate new advertising revenue streams.

Opinion

Live sporting events are powerful opportunities for brands to engage with fans online. With people scouring the web for game scores, live updates, reviews, previews, and everything in between, there is a plethora of opportunities to engage them with a relevant message in the right moment, argues Grapeshot's Josh Baines.

News

SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

News

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.

News

NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

News

HONG KONG/NEW YORK: Tencent Holdings, the Chinese internet giant, has secured a deal with Major League Baseball (MLB) of the US to live stream MLB games and highlights, including the World Series, to its huge base of online users.

Article

Brands including telecom manufacturer Samsung and Westpac, one of Australia’s largest banks, are rethinking the role of TV in their marketing strategies.

News

SYDNEY: Four days after several sponsors reacted decisively to the admission of ball tampering by three Australian cricketers, there are now suggestions that they may have been too quick to pull the plug.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

Global strategies, campaign updates and trends in the energy drinks category.