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Article

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

Article

Paramount Home Media Distribution, a unit of Paramount Pictures, has been required to adapt as the contours of movie marketing change.

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Quaker, the food business owned by PepsiCo, has used comic books to help bring consumer insights to life.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

Case Study

Fortis Healthcare, a chain of specialist hospitals, designed the #MoretoGive campaign to show Indians that they each have the power to give life to eight other people.

Case Study

Staqu, an AI startup, launched its AI-based Human Efface Detection technology to help technologically progress the Indian Police Department.

Case Study

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

News

BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...

News

NEW YORK: BlackRock, the asset-management company, has provided a high-profile endorsement for organizations that pursue a clear social purpose by suggesting this type of approach, rightly applied, is critical for long-term growth.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Article

BlackRock, the asset-management company, believes it is essential for enterprises to embody a clear sense of social purpose to prosper in the long term.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Opinion

The methods through which brands tell their stories need to change, argues Phil Gault, a strategic consultant.