Marketers often think about how important it is to communicate all of a product’s key benefits to their consumers directly on the pack—using images, colors, logos, words, typography, etc. But very often, this overload of information makes the design extremely complex and difficult to understand.
Consumers around the globe are feeling stretched due to changes in lifestyle, challenging working hours and longer commutes. Hyperconnectivity, rapid urbanisation and changes in households are influencing buying decisions of global consumers.
How prepared would you be if inflation took hold again? In some ways, it has already started. Learn how to build price and promotion strategies for a fast-paced economy.
For many large, multinational global brands, other companies don’t become competition until they’re operating at the same scale and in similar markets. As a result, global companies often don’t pay much attention to the small brands that operate well outside of their global peripheral vision.
Consumers under age 30 in China are of particular interest to sports properties and brands due to their wide range of interests, international sports fandom and receptiveness to sponsorship.
Aligning your organization toward common goals is challenging, especially when the goals change. That’s because it’s common for marketing teams to operate in silos. Most marketing organizations are split between marketing and media, and the split is compounded by multiple layers up and down the...
If you can’t see it, it must not be there, right? In the FMCG market, this couldn’t be farther from the truth. That’s because every category has a certain concentration of brands that aren’t top of mind for many, but they have the ability to shift the overall landscape if conditions are...
With the growth of streaming apps available through the TV glass come new opportunities for advertisers to connect with consumers in the living room. In the past year alone, we've seen an almost 10% increase in the number of people who have access to a connected TV device.
There has never been a more dynamic and challenging time to be a marketer. Since the advent of the internet, fueled by available high-speed access and ignited by the proliferation of powerful new devices, marketers have more access to consumers than ever before.
Regardless of whether you call it football or soccer, it’s a sport with massive global appeal and fan interest. In fact, more than 40% of people 16 or older in major population centers around the world consider themselves interested or very interested in following football, more so than any other...