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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Article

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

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

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

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.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

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.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

WASHINGTON, DC: Following two days of congressional hearings in which Facebook CEO Mark Zuckerberg faced questions on the nature of his business, its relationship to data, and that data’s use in advertising, there was a hint the social media ...

News

NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.

News

LONDON: From the 21 May, ahead of the GDPR’s enforcement date, YouTube has told brands it will no longer support third-party ad serving on reserved buys in the continent, it told advertisers.

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.

Article

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

News

SAN FRANCISCO: After keeping herself largely out of the limelight since Facebook has been engulfed in a data privacy scandal, Sheryl Sandberg, the company’s chief operating officer, has conducted a series of media interviews to admit to ...

Case Study

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

News

LONDON: UK publishers witnessed 5.6% growth in total digital revenues in 2017 compared to 2016, with the increase largely fuelled by 27% annual revenue growth in display advertising, a new study has revealed.

Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.