Yee Ching Wong, WARC Awards for Asian Strategy, 2021
Insurance company Manulife grew brand affinity and intent to purchase in Hong Kong with an outdoor, content partnership, and digital strategy based on hope, not fear to launch its ManuBright Care 2 critical illness cover.
WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021
Bank of Montreal (BMO), a Canadian investment bank, launched a campaign in Canada and the USA with a charismatic spokesperson to increase its digital presence and make the bank appear more approachable.
James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85
Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.