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Cultural influences & values

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Case Study

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Article

As online content becomes a core brand platform in India, marketers must understand local media consumption habits, be useful and think long term to build brand love.

Case Study

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

News

BEIJING: China remains by far the largest market for instant noodles in the world, but declining sales have led to speculation over whether this trend signals wider changes in Chinese society.

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

The Hershey Co., the candy company, engaged millennials in Brazil with a campaign that enabled them to take real-life bites out of the internet.

Article

Pakistan is a growing and culturally distinct market that is worth looking at beyond the coverage of the country in the news.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Case Study

Baileys, an alcoholic drinks brand, conducted a global, cross-category study to understand how indulgence differs depending on cultural beliefs and different social functions.

Case Study

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Case Study

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries.

Research Paper

The Economist, a British magazine-style newspaper, created a cultural research programme using a longitudinal, multi-method approach, to gain an insight into peoples' perceptions during a trust crisis.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

Case Study

Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

Case Study

Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.

Case Study

Heist Tights, a hosiery brand, created a socially responsible campaign in the UK that pushed back against the objectification of women in advertising.

Opinion

Anvar Alikhan looks at the cultural divide in India that separates the generations who grew up before the economic reforms of 1991 and those who came after.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

News

MIAMI BEACH, FL: Ford, the automaker, is tapping into areas like music and food in order to connect its multicultural marketing efforts with consumer passion points.