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News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

News

BARCELONA/GURGAON: La Liga, the top flight of Spanish football, has agreed a deal with Facebook to show all 380 league matches on the social network to viewers across south Asia with games available, at first, without ads as part of a strategy that ...

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

News

NEW YORK: Consolidation of local US broadcasters means that a smaller number of stations will go out to more people, as traditional broadcasters attempt to answer the same questions asked of global tech brands.

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

News

GLOBAL: Manufacturers of athletic clothing and footwear, like Adidas and Puma, are being forced to adapt to the pressures, mores and volatility of high fashion, as ‘dad-sneakers’ become the flavour of the month.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

Gunn Report

Aldi, the global supermarket chain, launched a newspaper print campaign in Spain that highlighted the freshness of its fruit and vegetable product range.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

News

NEW YORK: Media giant Viacom has taken a significant step forward in the crowded and competitive arena of ad-targeting technology with the announcement that it has secured a new licensing deal with Fox.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

News

MUMBAI: Social media buzz is proving a vital element in driving audiences to new Bollywood releases, according to a new study which indicates a much reduced role for traditional media.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

News

LONDON: The decision of confectionery giant Mars to pull its online advertising from YouTube could present an opportunity for UK broadcaster ITV according to one analyst.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.