Global Brand Marketing
Drawing on insights from the IPA Databank, this report identifies successful cases, flags future issues for food and drink businesses, and predicts ways to keep marketing effectively in these sectors.
Ajit Sivadasan shared key insights and lessons on how Lenovo leveraged modern marketing tactics to increase sales globally.
John Costello, president of global marketing and innovation at Dunkin’ Brands, discussed career longevity, global brand building, and creating a culture of creativity and innovation.
Google partnered with Ipsos to discover how wealthy shoppers around the world research and buy luxury goods. Looking across three different markets in nine countries, they found that these wealthy consumers are among the most digital-savvy.
Internationalism, instant gratification and the fast life, drawing the boundaries for digital, and prevention are the big four movements for 2014 identified as trends by market research firm Mintel’s new Consumer Trends Analysis.
In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.
The Nielsen Global Survey of Consumer Shopping Behavior included more than 29,000 online respondents in 58 countries. The findings shine a light on how consumers shop and what drives category purchasing.
This issue of the IJMM revisits mobile marketing in Canada in a special section of articles, case studies, and commentaries. Other articles include research of Gen Y's attitude to in-app advertising, consumer perceptions of smartphones, and young consumers’ responses to mobile ads that use different types of interactivity.
Joseph V. Tripodi, executive vice president and chief marketing and commercial officer of The Coca-Cola Company, discussed how cultural leadership isn't just about the power of advertising, it's Coca Cola's ability to engage in real issues that affect the world.
The Coca-Cola Company re-invented itself and its message to connect with Millennials around the globe.
To shift the definition of what an “island vacation” means in the minds of consumers, British Airways and Visit Britain created a mobile campaign based on an iconic London sight — the Royal Guards — that encouraged viral buzz.
To encourage non-athletes to start running, adidas created a rich media mobile campaign to promote its latest running shoe.
ADT, a home security company in the U.K., designed a mobile site to correspond to its already existing website, which helped to increase residential appointments for its security consultants and potential customers.
PepsiCo’s first use of a mobile-only campaign in Brazil provided efficient, direct communication to engage with, understand, and reward a key target market: small retailers and street vendors of its Torcida Snacks brand.
Danone Activia brand yogurt used mobile marketing and emotive competition to engage consumers and increase brand awareness without relying on price promotions to drive sales.
In Argentina, Nestlé/Nescafé created a mobile advergame based on the popular Candy Crush game to positively highlight its Dolce Gusto brand.
To create awareness on a global level, Faena mirrored its website after one Argentina’s most iconic instruments to increase site functionality while also fostering creative expression.
Tesco used location-based mobile technologies to drive users to Tesco retail stores and increase sales of the new FIFA13 video game that was for sale in Tesco locations.
To promote the launch of the Galaxy Note II and emphasize its creative potential, Samsung attempted to break a Guinness World Record in the art category.
Dove Men penetrated an established segment in a new and relevant way by developing an app that reached men on the go with helpful videos, tips, and tools to stay healthy.