Behavioral science can help the performance of ads that lead with an environmental message, improving their creative effectiveness by successfully encouraging consumers towards habits that positively ...

Many consumers are changing their purchase behavior in the tech category due to economic concerns, and brands need to respond accordingly. Consumer tech brands face a significant innovation challenge ...

CK Prahalad wrote his famous treatise “The Fortune at the Bottom of the Pyramid” in 2004, but there was an individual who recognised the potential of the bottom of the pyramid long before this book ...

Uncover what works in the rapidly-changing world of retail media with examples, evidence and our expertise to take the guess-work out of strategic planning. Measure your success versus your ...

Case details Brand: Joyoung Brand owner: JOYOUNG Main agency: Dianshuo Technology Main agency holding group: Shanghai Dianshuo Network Technology Co., Ltd. Launched in: Mainland China Industry: Home ...

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.

China Construction Bank’s APP focusing on local life services, CCB Life, has been providing services nationwide, and the number of registered users exceeded 100 million by the end of 2022. At this ...

In a world in which fewer holidaymakers are taking traditional two-week package tours, an audaciously provocative communications campaign helped safeguard the future of a 60-year-old Danish travel ...

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 ...

Music is the biggest universal consumer passion point and provides brands with a huge opportunity to strategically resonate with a multitude of audiences. The true scale of music fans is difficult to ...

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

Multi-product or service firms frequently extend beyond their original product categories, leveraging their established (parent) brand name (Völckner & Sattler, 2006), e.g., the Virgin brand expanding ...