A report by Wavemaker UK argues that media planners should adopt an ‘encounters-first’ mindset when developing ad campaigns, concluding that TV remains the most cost-effective channel overall because ...

Mars Wrigley has embarked on a journey to enhance its portfolio with healthier options that cultivate people's need for more physical, emotional and social resilience. To develop this health and ...

Thirty-five years ago, in 1987, Japanese auto maker Toyota launched a luxury car brand in America that it believed could take on the G3 – Germany’s top luxury automakers, Audi, BMW and Mercedes-Benz.

It's well known the impact the pandemic had on social media usage. Magalu’s e-commerce had a historic growth. And as the relevance of e-commerce grew, so did the relevance of social media. Brazil is ...

Changes to performance marketing include measurement metrics and increased complexity in media with multiple channels becoming more addressable and shoppable – this is in addition to the rise of ...

As companies incorporate sustainability into their marketing considerations, new research shows how sustainable packaging, if not carefully crafted, can negatively impact customers' evaluation of ...

Google, the world's largest ICT platform, is committed to Diversity, Equity, and Inclusion in its technology, media, and public service to marginalised communities. This mission has special importance ...

This report summarises the key themes from winning campaigns that were executed in the North America region, with summaries of the top five campaigns.

Twenty years ago, Net Promoter Score (NPS) was introduced as a superior predictor of sales growth, and hence for managers the "one number you need to grow" (Reichheld, 2003). NPS is a calculation ...

Since its introduction 20 years ago (Reichheld, 2003), the Net Promoter Score (NPS) has been adopted by two-thirds of Fortune 1000 companies (Reichheld et al., 2021). Part of its appeal is its ...

This submission describes a hybrid segmentation and implementation conducted in collaboration with a global insurance company across multiple markets and regions. This innovative segmentation approach ...

There is no shortage of overseas marketing calendars available on the market for Chinese outbound brands, but marketers must concentrate their efforts on key moments to avoid spreading resources too ...