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News

CAPE TOWN: Castle Lite, the beer brand, has yielded major benefits from its efforts to connect with drinkers who have a passion for hip hop.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

LONDON: Only half of online ad impressions served in the UK that were targeted at women actually ended up reaching them, according to a new analysis of 60,000 campaigns across 20 countries.

News

NEW YORK: The New York Times (NYT) has seen its global programmatic direct revenues double over the last three months, compared to the previous three, but the publisher and its clients still face some challenges in overseas markets.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.