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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

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 Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform 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 du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This event report looks at how brewer AB InBev approaches its content and entertainment strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

NEW DELHI: Coca-Cola, the soft drinks giant, is rolling out a new brand at a significantly lower price point as it seeks to wrest share back from small, regional brands and address price rises that have resulted from the implementation of the goods ...