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Shalabh Atray, Chief Marketing Officer (CMO) of Kraft Heinz Australia believes marketers need to balance logic and magic to drive business results.

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Mass personalisation is only possible with the help of data and businesses need to prioritise first-party data, says Richard Taylor and Ben Willee of full-service agency Spinach.

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Zhang Tianbing, Deloitte Asia-Pacific’s consumer product and retail industry lead believes that the future competition that brands will have to fight will be for consumers’ time, not product category or territory dominance.

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Mattress-in-a-box brand adopted a new approach to dynamic creative to improve the effectiveness of its performance marketing.

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Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.

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UL, the safety science company, has long provided trust marks which demonstrate that products are safe to use, but faced the challenge of transforming in the digital age.

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Ally Bank, the online financial-services company, moved from being a disruptive first-mover to a brand that was being challenged by legacy players in the digital realm.

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Charles Schwab, the financial services provider, has used two podcasts to help drive its business.

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Visible, an all-digital, low-cost cellular brand launched by Verizon in 2018, has placed its atypical business model at the heart of its marketing efforts.

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Q Mixers, a brand that specializes in mixers for alcoholic drinks, has aimed to build influencer relationships that rest on deeper foundations than simple financial remuneration or follower counts.

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Gayatri Sriram of FCB Ulka believes that women in Indian advertising need to collaborate and help each other in a nation where patriarchy still rules.

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Voice-based marketing is slated to receive a major thrust in India as marketers hope to net new, vernacular language-speaking digital consumers, but there are still many challenges ahead.

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Over five years Fujitsu’s Voice of the Customer program has become central to how the IT hardware and services giant operates.

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According the CMO Growth Council, marketing as a career choice needs a makeover in order to attract the right talent for the future.

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Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.

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Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.

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Looks at trends in podcasts and offers best practice suggestions for marketers.

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Compelling online video helped HP, the information technology company, boost demand for its secure printers among business-to-business customers.

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As 5G connectivity becomes more widespread, the digital opportunities for marketers are likely to grow exponentially.

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Brands are failing to adequately reflect society in their advertising, according to a study conducted by the Geena Davis Institute on Gender in Media, the non-profit research body.

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Nissan, the global automotive brand, is evolving its product innovation, personalisation and localisation strategies for a new era of automotive marketing.

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Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

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A new study from the Melbourne Business School (MBS) and Massachusetts Institute of Technology (MIT) revealed a barrage of inefficiencies around adtech, particularly when it comes to third-party audience targeting.

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Joining an in-house team can offer creative minds the freedom they need to solve problems and do good work, according to Dollar Shave Club ECD and ex-agency veteran Matt Knapp.

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Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.