During a recession it becomes even more essential to understand the consumer and stay engaged. Good research requires forming a relationship with people to coax information out of them. To do this you

In his introduction to Admap's report on product placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it else ...

Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and scrip ...

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image. They contend that modern brands must be more inte ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...