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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 ...

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.

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.

Article

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

Case Study

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

News

SEOUL: The appliance-buying patterns of young Korean couples highlight how society is changing, with sales of traditional products flat while trendy gadgets are finding favour.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

News

NEW YORK/BEIJING: Seven in ten millennials in the US and China rarely use cash, according to research which also highlights how consumers in these countries want more diverse financial products that are better suited to their needs and lifestyles.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

News

MUMBAI: VICE, the youth media brand, has officially launched its operation in India, in partnership with The Times of India Group, as it targets what will be the youngest country in the world in a couple of years’ time.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

News

CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.

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.

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’.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.