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Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

News

LONDON: The number of breweries now operating in the UK has edged past 2,000, thanks to 300 new openings in the last year, suggesting a reversal of the consolidation that has characterised the UK beer market for decades.

News

BEIJING: Premium baijiu brands are tapping new markets in China, aiming to reach younger, middle class consumers with new products while also anticipating that a younger generation attracted to foreign spirits will eventually come back to the local ...

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

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

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This report provides an overview of the current state and future directions of the global alcoholic drinks industry, identifying underlying trends in the most important, dynamic or flagging categories and regional markets.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

News

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

News

LONDON: Millennial consumers value experiences more than possessions, an attitude that San Miguel, the Spanish beer brand, believes is no passing fad and one that can underpin its strategy for some time to come.