This case study outlines the challenges faced by Britannia Marie Gold (BMG), a leading biscuit brand in India, due to category stagnation, increased competition, and the evolving needs of its primary ...

What do we mean by the retail media tech stack? The technology powering a retail media network can make or break advertiser outcomes, yet it remains largely hidden from view during the buying process.

Worldwide retail media investment will reach $177.7bn in 2025 (+14.8%) before rising to $201.6bn (+13.5%) the following year – equivalent to 16.3% of all global ad spend. Amazon – whose ad business ...

Sonic seasoning has emerged as a transformative strategy in sensory marketing where carefully curated soundscapes enhance the perceived taste, texture and overall enjoyment of food. By strategically ...

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Less than 7% of India’s population engages with the stock market, a space that till a decade ago was dominated by traditional old world brokerage houses. The category was revolutionised with the ...

It started with fried chicken. At the end of last year, R/GA partnered with Nanyang Business School's Integrated Marketing course, challenging students to find fresh ways for KFC to engage Gen Zs in ...

Discusses the importance of accurately measuring audience attention in traditional TV and print media, presenting innovative methodologies for capturing consumer engagement in each platform. Attention ...