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Article

COVID-19 has impacted the consumer outlook for brands and panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit list the key strategies that marketers should focus on during this festive season to drive consumer spend.

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Advertising doesn’t share its lessons when it’s not trying to win awards.

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To win Indian consumers this festive season, panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit note the importance of digital readiness in a post-pandemic world.

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New research from effectiveness expert Peter Field uncovers the effect that brand purpose has on a brand’s overall effectiveness, establishing that among the strongest cases the benefits are outsized, the IPA’s EffWorks conference heard.

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India has one of the longest festive seasons in the world and consumer confidence is at an all-time high as the country emerges from COVID-19, with shoppers planning to spend more during this year’s festive period.

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Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

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A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.

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Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.

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Google’s ongoing research into pandemic retail habits shows what was unique to lockdown and which behaviours are here to stay.

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Up against a rival with much deeper pockets, Burger King has turned budgetary limitations to its advantage with smart messaging that responds to the world its consumers are experiencing.

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The isolation and disconnection many people initially felt during pandemic lockdowns is being replaced by a new enthusiasm for their immediate locale.

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TikTok is evolving rapidly from its song-and-dance origins.

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A report by the International Trade Association for Broadcast & Media Technology (IABM) on the state of the media and entertainment (M&E) industry finds that organisations are busy preparing for a digital future.

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Twitter, the social network, drew on the analysis of several-billion US tweets to identify six trends that have grown more pronounced during the COVID-19 pandemic, and are likely to have long-term staying power.

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Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.

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LG, the electronics and appliances brand, tapped into the power of influencers and user-generated content to drive interest in its innovative WashTower laundry appliance.

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Globally, mobile is emerging as the preferred device for media consumption and this shift from the big screen is accompanied by shorter attention spans, posing a problem for brands hoping to engage consumers.

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Explores MMA research into marketing organisation capability building in order to ensure future growth.

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Kyndryl is IBM’s new infrastructure services provider and the tech giant shares how it created the brand on a clean slate.

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Fitness company Peloton relies on engagement to sustain its subscription backbone: its head of product management explains how it designs around its community of users.

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HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.

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There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.

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Lexus, the automaker, successfully tapped the power of micro-influencers to fuel sales of its IS sports sedan.

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As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.

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Some of Asia’s B2B marketers are finding marketing attribution and reporting to be a challenge, according to the marketing heads of Mercer and Adobe.