marketing

Fashion

Mass movement

Uniqlo’s president of global creative explains why the brand is eschewing conventional marketing to create a luxury aura around products that are available to all.

Culture

Drug Wars

Health and pharmaceutical industries have no shortage of critics but there's an equally tricky battle to change consumers' perceptions once a product gets the green light. Monocle meets the creatives on the frontline.

Business

Poised to strike

For our World Cup series, we visit Puma, the brand most associated with African football. As the competition heads to the continent, will its long-term strategy make it the big marketing winner?

Media

Going logo

In a city known for flashy advertising, Hyundai Card launched a campaign based on subtlety and simplicity. Its Zen-like subway hoardings have entranced passers-by, choosing minimalism over noise.