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News

LIVERPOOL: Liverpool FC will sport Western Union, the global money transfer company, on its players’ shirt sleeves for the first time, as the financial services company plots its move to digital via corporate customers.

News

LONDON: Music is the least understood element of branding strategy, and yet it is one of the most powerful markers of a brand, fundamental to the experience that customers remember, an industry figure has argued.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

News

MUMBAI: India’s marketers must "stay humble and paranoid" to avoid being disrupted by competitors during the mobile revolution, according to the head of Facebook in the country.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

News

MUMBAI: Upstart telco brand Reliance Jio built a 100m-strong subscriber base by giving away voice and data for free, but now the hard work is beginning for the brand in India's brutal telco category, according to the company's Chief Digital ...

News

MOUNTAIN VIEW: Google has unveiled Advr, an experimental project from its internal incubator Area 120, which allows video ads to run in 3U/VR, using a consumer-controlled cube-like format.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

News

NEW YORK: Snap Inc., the parent company of camera app Snapchat, has acquired Placed, a startup that measures the offline footfall of digital ad campaigns, in a deal that signals the company's interest in offering greater attribution capabilities.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

Case Study

This case study explores how Stylight, an online fashion shopping platform, launched a national campaign in Germany to enable German women to scan any item in the fashion magazine and buy it directly through Stylight.

News

LONDON: Despite high-profile copied features from Facebook's Instagram, Snap remains confident that it can resist the social network's competition as the company posts losses of $2.2 billion.

News

TORONTO: Coca-Cola, the soft drinks giant, is aiming to engage consumers at truly "decisive" moments in the purchase journey, such as when consumers are building online shopping lists.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Article

This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.