Stephen Whiteside, Event Reports, ad:tech New York, November 2014
This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge.
Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.
Stephen Whiteside, Warc Trends, January 2015
This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.
Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014
This event report shows how Channel THIRTEEN, the PBS TV station in New York, boosted buzz and membership levels by championing the importance of quality programming.
Stephen Whiteside, Event Reports, Ad Age Data, October 2014
This event report addresses how Bon Appétit, the cooking magazine, has innovated in the digital space thanks to a tie-up with Watson, IBM’s cognitive computing platform.
Geoffrey Precourt, Event Reports, The Market Research Event, October 2014
This event report outlines ESPN's "philosophy" for measuring its brand health, an approach that treats this measure as a "living, breathing" metric.
Brian Carruthers, Event Reports, AOP Mobile Forum, September 2014
Mobile is not only changing everything, it is doing so with unprecedented speed and this event report takes a look at how publishers and agencies are coping.
Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.
Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014
This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.