Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014
This case study explains how OPSM, a chain of optometrists, used a mobile app to increase appointment numbers and revenue in Australia.
Jo Bowman, Event Reports, International Shopper Insights, November 2014
This event report looks at how concepts of psychology, neuroscience and behavioural economics can be applied to the retail format.
James Hurman, Admap, December 2014
This article suggests that marketers should set 'price increase' as an objective more often, as doing so is an achievable challenge that is not set often enough.
Rong Huang, Emine Sarigöllü, International Journal of Market Research, Vol. 56, No. 6, 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report reveals how Walmart, the retailer, is tapping big data to make more informed decisions and better engage customers.
Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014
This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.
Flo Sharp, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how the New York Bakery Company grew sales by growing the bagel market in the UK, redefining its brand image to convince people that bagels are more versatile than previously thought.
Tom Patterson, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Petplan, the pet insurance company, relaunched its brand and moved the focus to online in order to increase its share of a difficult UK market.
Rachel Walker, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014
This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.