Brian Carruthers, Event Reports, MRMW London, September 2015
This event reports considers some of the innovative ways in which brands are using mobile research.
Vibha Gupta and Jitender Dabas, Warc Prize for Asian Strategy, Shortlisted, 2015
This case study describes how Coca-Cola, a global soft drink brand, targeted families at festival time in India to encourage serving Coca-Cola at gatherings.
Chandana Raizada and Mythili Chandrasekar, Warc Prize for Asian Strategy, Shortlisted, 2015
This case study shows how Mountain Dew celebrated four small town heroes in India through inspiring pieces of authentic storytelling in a campaign titled Real Heroes.
Team Mullen Lowe Lintas Group, Warc Prize for Asian Strategy, Shortlisted, 2015
This case study shows how Tata Tea, an Indian tea brand, tackled the issue of women's empowerment and encouraged increased female participation in an election.
Jay Chiat Strategic Excellence Awards, Gold, 2015
This case study describes how Mountain Dew, a soft drink brand, turned its bottle caps into skateboard tools to reconnect with its skater audience in Colombia.
Dave McCaughan and Vanessa Oshima, ESOMAR, Congress, Dublin, September 2015
This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.
MMA Smarties, Silver, 2015
This case study explains how Coca-Cola adapted the global 'Share a Coke' campaign to the Mexican market, with a focus on mobile and search ads to reach millennials.
Luke Greenacre, Arry Tanusondjaja, Steven Dunn and Bill Page, International Journal of Market Research, Vol. 57, No. 5, 2015
Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal.
Stephen Whiteside, Event Reports, MediaPost Engage: Millennials, September 2015
This event report outlines how PepsiCo, the food and beverage giant, is staying ahead of cultural shifts among millennials.