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News

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

News

SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.

Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

News

SHANGHAI: As reports emerge of Google’s plans to re-enter China, some market experts aren’t optimistic about the company’s ability to crack the notoriously difficult market which is dominated by home-grown internet giants.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

News

SAN FRANCISCO: WhatsApp, the messaging service owned by Facebook that has taken an ad-free approach since its launch in 2009, is now being monetised with plans to show ads in its Status feature.

Article

The Advertising Research Foundation (ARF) conducted a survey to better understand consumer attitudes towards sharing their data with businesses.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

Article

Sunovion, the pharma company, has enjoyed success on social media through following a strategy that begins with “patient leaders”.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

News

NEW YORK: Goop, the $250 million lifestyle and wellness brand, begun by Gwyneth Paltrow, emerged from a newsletter to create a business built on the value of finding beautiful things.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

News

MUMBAI: Small businesses and start-ups have as good a chance at finding the right audience on Instagram as big brands do – as long as they have a good story to tell.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.