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Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

With the rise of e-commerce redefining the retail landscape and consumer behaviours, new opportunities exist for retailers to embrace the omnichannel era of marketing.

Case Study

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Case Study

Transnational consumer goods company Unilever updated its corporate 1001 Inspirasi Ramadhan campaign to create unprecedented standout during Ramadan, Indonesia's busiest retail period.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Case Study

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

Article

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

News

Ford, along with many other multinational automakers, is actively developing electric vehicles, but now the Detroit-based company sees commercial opportunities with a much smaller mode of transport – the electric scooter.

Article

Adobe, the software company, leaned in to a new strategy to promote its Photoshop tool that is used for creating and editing graphics, photos and artwork.

Article

Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansions across multiple markets and category verticals.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Article

Andrew Geoghegan, global head of consumer planning at Diageo, shares how storytelling and data have worked together and led to success for Diageo.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Case Study

Telco Globe Telecom used social media to publicise its social innovation programme, Globe Future Makers, in the Philippines.

Case Study

Indian broadband supplier Telkomsel improved customer satisfaction and fuelled brand equity growth in Indonesia with an advertising campaign focused on videos of real Indonesians from different walks of life.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

News

Building ‘operating principles’ for brand strategy over ‘brand values’ can offer more flexibility to marketers and offer measurable and actionable goals rather than vague value statements, according to a leading planner.

Case Study

Telco Globe Telecom used social media to publicise its grassroots football training scheme TM Sports Para Sa Bayan in the Philippines.

Case Study

CEAT, India's second largest tyre manufacturer, grew volume by associating its products with safety.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Case Study

SAP, a technology company, grew its sales in Asia by changing its approach to customer acquisition.

Case Study

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.