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News

SINGAPORE: Spotify, the Swedish music-streaming service, has joined forces with Dentsu Aegis Network’s media investment arm, Amplifi, to launch a new audio planning tool that will be rolled out across Asia-Pacific.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

News

GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.

Case Study

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Case Study

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

This Company Profile from Euromonitor provides key details and analysis of Samsung Corp in the consumer appliances market.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Opinion

Strategic thinking is getting flabbier and flowerier by the minute, with fluffy language that is highly evocative, imaginative and inspirational but, says Gareth Kay, is devoid of the brutal rigour needed to create a robust foundation on which to build a brand or business.

Opinion

Nowadays, it is almost unfashionable to spend time thinking, but looking sideways at seemingly non-relevant areas is potentially very fertile.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Case Study

Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.

News

TORONTO: Huggies, the diaper brand owned by Kimberly-Clark, has successfully embraced the power of purpose to enhance its position in Canada.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Article

Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.

Opinion

Strategic planning has become devalued, says Leo Rayman. It needs to focus on what matters – not tech and data but big ideas and commercial growth.

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...