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Case Study

Maybelline New York, the makeup and cosmetics brand, used a famous singer to connect with its young female audience and boost brand image and sales in Ukraine.

News

As the world becomes ever more connected, generational differences could become greater influencers than socioeconomic differences.

Article

Prasoon Joshi, Chairman and Co-Creative Officer of McCann Worldgroup India, is optimistic that the tech revolution on the subcontinent will bring positive change to the advertising industry.

News

More than half of luxury consumers in China use their mobile devices to research high-end products, with more than half of them (58%) aged 18 to 30, according to new research from social media giant Tencent and Boston Consulting Group.

Case Study

Covonia, a British brand of adult-only cough remedies, broke with convention to save the brand while on a small budget and short on time.

Article

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.

News

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy, according to a senior executive at MTV, the youth-oriented TV network.

Article

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy.

News

LONDON: Young British adults smoke and drink far less than their counterparts from a generation ago, are more likely to attend university and spend less time socialising, according to an official study.

News

NEW YORK: Founded in 1994, the US Major League Soccer (MLS) is a young sport in the country, but with immigrants from football-obsessed nations, young people, and a shorter matchday experience, the sport and league are gaining on America’s ...

News

SHANGHAI: China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy, according to a senior agency executive.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

News

LONDON: Around two in five (41%) British consumers believe technology addiction can be compared to alcohol or substance abuse, according to a new survey that provides further evidence of people’s reluctance to “switch off”.

News

WASHINGTON DC: Millennials are often regarded as being more idealistic than previous generations but their brand choices are more likely to be motivated by value and service and, to a lesser extent, by general ethics, rather than any political ...

News

NEW YORK: Successfully balancing the old and the new has helped Levi Strauss turn around an erratic financial performance, according to the apparel brand’s chief executive officer.

News

GLOBAL: Younger generations around the world are marketing savvy and have similar expectations towards companies, brands and media, according to an industry figure who says marketers need to truly understand their motivations and culture if they ...

News

SYDNEY: Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to BuzzFeed and Publicis research.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

Case Study

Enti.ma, a fashion and lifestyle website, increased brand awareness by launching a digital and social media campaign that directly responded to a state-sponsored TV show normalising domestic violence in Morocco.

News

GLOBAL: Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Case Study

Leading smartphone producer Samsung created an audience-led campaign that increased its appeal among a wider audience in the UK.