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Why Marketing to Consumers, Not the Masses, is the Key to Brand Success in Africa

Understanding behaviors, attitudes and influences is essential to tap into Africa’s diverse set of consumers.

Around the Globe, Private Label's Appeal Goes Beyond Price

Store brands are increasingly high-quality products that fulfill consumer needs across a variety of price points.

Marketing in a Multicultural Nation

Coca-Cola shared seven key learnings on marketing to multicultural Millennials.

Q3 Consumer Confidence Increased in Mexico, Colombia and Brazil

In Nielsen’s latest Survey of Consumer Confidence and Spending Intentions, global consumer confidence edged up in the third quarter to a score of 98—an increase of one point from the previous quarter and two points from the start of the year. And survey respondents in Latin America reflect the global outlook of cautious optimism.

Zumba Fitness: Global Lifestyle Phenomenon

Zumba shared key steps from its journey toward becoming a global lifestyle and fitness brand.

Turkish Delight

When Samsung launched the Galaxy S5 in Turkey, the brand leveraged the popularity of a local crime drama, Kara Para Ask, to achieve its goals.

'Health-Committed' Consumers Represent Major Opportunities For Brands, Retailers

A new report from Dunnhumby analyzes the value and behaviors of "health-committed" consumers — those who devote more than 70% of their grocery purchasing to healthy products.

From Purpose to Purchase: How American Standard Proved the Power of a Toilet

Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause.

From Purpose to Purchase: How American Standard Proved the Power of a Toilet

Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause in this video.

Mobile Mini-Meals: The Snacking Opportunity At Hand

Snacks are tasty and often fun to eat. Today’s consumers expect snacks to serve many needs. This article explores consumer snacking habits around the globe.

Cisco Broadens Its Brand Position

Blair Christie, senior vice president and chief marketing officer at Cisco, discusses changes in the company's corporate strategy.

Kan Khajura Tesan

Unilever launched a free mobile radio channel to reach consumers in rural India.

Coca-Cola Happiness Flag

Coca-Cola’s “Happiness Flag” was a collection of more than 200,000 photos submitted via mobile and social media from 175 countries in celebration of the FIFA World Cup.

IHG Checks In a Winner with Holiday Inn Relaunch

When Verchele Wiggins was tapped to be InterContinental Hotels Group’s vice president of brand marketing communications for its Holiday Inn brand family, she knew that what awaited was no ordinary exercise in brand rebuilding.

Global Consumers Nibble, Nosh and Snack Their Way to Big Sales

So what types of snacks are driving sales around the world? It depends on where you live.

Report on Global Agency Remuneration Trends and the Use of Performance Metrics

This report outlines the primary global agency remuneration models in use - complete with helpful graphs and definitions.

Global Media Transparency Index

Identifies and highlights the countries with lower levels of media market transparency, the factors responsible for limiting advertiser visibility, and the safeguards that can be put in place.

Digital Fueling Global Ad Expansion, Traditional Media Continue To Erode

Global ad spending is back on a healthy expansion track, and much of it is coming from the rapid consumer adoption of digital media.

Multi-Screen Advertising is Growing in Canada

Integrated multi-screen campaigns are changing the way the industry thinks about advertising and measurement in Canada.

Global Events and the Visa Brand

Visa shared 10 keys to its success in sports marketing, including World Cup and Olympic sponsorships.

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