Klaus Berkensträter and Christine Schaper, ESOMAR, Qualitative, November 2014
This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.
Stephen Whiteside, Event Reports, Advertising Week New York, October 2014
This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.
Euromonitor Profiles, October 2014
This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the hotels and resorts market.
Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014
This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.
Roger Wang, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Princess Cruises, the world's third-largest cruise liner company, tackled a challenging Chinese market by creating a new 'Princess Class' targeting young middle class consumers.
Rahul Chawra , Warc Prize for Asian Strategy, Entrant, 2014
This case study demonstrates how Qatar Airways used a contest on social media to generate online buzz in Singapore.
Sarah Morning and Toby Horry, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Enterprise-Rent-A-Car, a car hire company, used a humorous TV ad to make its US-customer service promise more relevant to a UK audience.
Jeremy Poole, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014
This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.
Zehra Chatoo, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Virgin's trains division built customer loyalty and its brand reputation in the UK over several years with a series of service improvements and marketing campaigns.