Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014
This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.
Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014
This paper sets out the case for using "perceived age" for segmention, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.
James Guerrier, Julia Lamaison, Christian Kurz and Jo McIlvenna, ESOMAR, Best Methodological Paper, Congress, Nice, September 2014
This paper outlines research from Comedy Central, the TV channel, on the impact of comedy on engagement and what effect humorous TV programming has on the ads that follow it.
Stephen Whiteside, Event Reports, Northside Festival, June 2014
This event report explains how Shutterstock, a stock image and video platform with more than 60,000 contributors, is feeding marketers' burgeoning demand for content.
Shibani Nayak, Sumeli Chatterjee, Rahul Mullick, Sushma Panchawati and Gitanjali Ghate, ESOMAR, Congress, Nice, September 2014
This paper reveals the research methodology and findings of MTV's annual youth study in India, for which the music and entertainment TV channel wanted a deeper engagement across a wider group of young Indians.
Stephen Whiteside, Event Reports, Direct Marketing Association Webinar, August 2014
This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.
J.Scott, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.
Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study explains how iSelect, an insurance comparison platform in Australia, broke into the private health insurance (PHI) market by positioning itself as an expert and ally for people seeking insurance.
Peter Leimbach and Dr Carl Marci, Admap, September 2014
This case study shows how Fox Sports, the US TV channel, used biometric testing to evaluate the effectiveness of a new 'double box' ad format.