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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Opinion

In his new book, Be More Pirate, Sam Conniff Allende, co-founder of Livity, outlines a model for a radical new way of organising with wide-ranging implications.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Article

The Westin Grand Cayman holiday resort successfully employed low-cost, self-made ads to dramatically improve the results of its digital marketing.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

News

MIAMI: Rubin Postaer and Associates (RPA) won the 4A’s Partnership of the Year award for Imaginary Friend Society, a campaign for the Paediatric Brain Tumor Foundation, which aimed to educate and empower families that had been impacted by ...

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

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.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

News

LONDON: Growing demand for healthy snacking products has been identified across six major European markets in a new study that suggests the profile of the typical European consumer is changing.

News

GLOBAL: China no longer produces mere goods; in recent years, the world’s most populous country has shifted away from the image of a cheap producer at scale, toward becoming the innovative home of trusted companies.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

Global strategies, campaign updates and trends in the beer and cider category.

Case Study

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

News

NEW YORK: GIFs are growing in prominence as a way for brands to drop into the bloodstream of the internet, according to a new report.

Article

UK broadcaster Channel 4 has a public service remit and needed to understand whether its Facebook posts were meeting a requirement to inform and educate viewers.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.