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Opinion

The ASA has had a positive flurry of activity on high fat, salt or sugar (HFSS) food ads, delivering rulings in no less than 4 cases on 8 August.

News

BEIJING/SAN FRANCISCO: Google has launched an artificial intelligence game in the form of a mini-app that will sit within Tencent’s WeChat platform, a sign not only of the company’s ambition to re-enter China’s consumer market but ...

News

LONDON: Big international brands have media assets that tend to include video. As Amazon is poised to become a leading figure in the online ad space, brands such as Pernod Ricard and Heineken, are still holding back until the online giant adds new ...

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Article

Covers WARC's session in Cannes this year: "Lessons from the world's best campaigns", with a recording of the presentations given by Alaina Crystal, strategy director at AMV BBDO London, Paul Bichler, ECD at Saatchi & Saatchi New York and David Tiltman, head of content at WARC.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

Article

360i, the agency, believes that voice technology is a major disruptive force that every marketer has to plan for.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

News

LONDON: Business rate changes that push up costs for retailers with city-centre properties and at the same time reduce costs for online competitors’ out-of-town warehouses are adding to the woes of the British high street.

Article

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

News

GLOBAL: Licensing well-known characters can help a brand achieve cut-through and differentiation but marketers considering this approach need to be aware that the processes and priorities involved are very different to those of the ad industry.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Opinion

Protecting radio in cars is a top priority for Radioplayer. Managing director Michael Hill explains why.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Article

Mobile first, video length and “silent” films are key for B2B video engagement in Asia-Pacific, according to professional networking platform LinkedIn.

Case Study

Duracell, a battery manufacturer, launched the Big Battery Hunt campaign in the UK to encourage consumers to recycle their old batteries.

Case Study

Sultan, a condom brand, launched a campaign in Finland to increase brand awareness and preference among young consumers.