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News

LONDON: The UK’s governing Conservative Party has had to withdraw an offer of branded water bottles in the style of ITV2’s Love Island after a campaign to gather young voters’ details appeared on Instagram.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

BEIJING:  A draft e-commerce law in China has the potential to increase pressure on smaller online retail companies to crack down on the sale of fake and counterfeit products on their platforms.

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.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Article

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

News

LOS ANGELES/BEIJING: Lime Crime, the cosmetics company, adopted a distinctive approach to launching in China in response to the unique dynamics that were facing its brand in the country.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Article

This article looks at the multitude of cyber threats faced by brands in today’s online environment, making it a challenging problem to develop an online brand protection strategy.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

News

HONG KONG/THE HAGUE: China and Hong Kong are by a wide margin the largest shipment centres for counterfeit goods sold around the world, according to a new report from the European Union.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

News

BEIJING: The fight against counterfeiting of luxury brands is failing to recognise some of the main motivations for purchase, research suggests.

Article

This article provides marketers with key rules on sharing GIFs, memes and celebrity images on social media in order to avoid legal issues.

Article

This event report examines how Stride, a gum brand owned by Mondelez International, used a record-breaking skydiving attempt to drive its new model of content monetization.

Research Paper

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

News

SHANGHAI: Apple's iPhone has slipped out of the top smartphone brands in China as local players build market share in the country's fiercely competitive market.