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Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Case Study

The Dell, a highland holiday destination in Scotland, increased sales by letting the product speak for itself through a new emotive brand identity.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

The Philippines is set for an uncertain year as ongoing political upheaval continues to affect consumers, despite growth in technology uptake and social media use.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

News

SINGAPORE: A full-branded Cartoon Network cruise ship is scheduled to set sail in Asian waters later this year after US media giant Turner formed a partnership with Oceanic Group, a cruise management company.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

BARCELONA: Bricks-and-mortar stores are a vital part of the Lego brand, providing a unique media channel for both shoppers and consumers, according to two of the toymaker’s executives.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

News

LOS ANGELES: Disney, the entertainment giant, is testing a new prototype retail store in an attempt to “immerse guests in the brand like never before”.

Article

The Walt Disney Company, the entertainment giant, unveiled a pilot retail store redesign that aimed to immerse shoppers in richer, more immersive brand experiences.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

News

MENLO PARK, CA: Facebook is performing a beta test of an enhanced version of its Audience Insights API, which will allow brands to study users’ posts and comments with a view to giving advertisers greater insights.

Case Study

Legoland Malaysia, an amusement park, successfully increased Singaporean consumer visits by using a 360 interactive mobile ad unit showcasing the park.