brands
Trend cycles: how brands can catch a ride
Cultural shifts, once given the time and space to grow organically, now coagulate and dissipate at speed, due in no small part to the ubiquity of the internet. So how can brands keep up with and tap into these rapidly moving trend cycles?
Going the distance during a downturn: Building brands of tomorrow
Marketing spend is often the first victim of a recession. As talks of an uncertain economy and budget cuts deepen, marketers need to find a way to do more with less, and chart long-term brand growth while meeting short-term milestones. Across multiple studies, data points, and insights, one finding is clear: Companies that invest in brand-building amid a downturn emerge stronger, more resilient, and see more long-term benefits than brands that don’t.
Qatar lessons: advertisers urged to avoid mentioning host nation in World Cup campaigns
The festive football season will throw up enough challenges for brands in terms of media planning and creative, but the white elephant in the room that has many marketing executives cautious is where the event is being held – Qatar.
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'Touch, tell, selling and care': Thule on creating an authentic brand experience
The outdoor products brand is employing new strategies and technology to connect with customers more meaningfully.
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CMOs want new agency model where creativity is not siloed
According to a new Dentsu report, CMOs are tired of artificial siloes and want agencies to 'start leading and stop lagging'. But do agencies agree?
Suntory Beverage & Food calls media review in APAC
The $65 million account is spread across multiple markets involving beverages and health supplements.
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