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Key reading


Super Bowl, the rules of the game

This article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively. It shows that today's Super Bowl ads have their own campaign starting 30 to 60 days before airing, with trailers, PR and social outreach leading up to launch.
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The rise of the digital omnivore

comScore figures show that mobile advertising spending should rise to reflect consumer habits.

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including the USA, for the next two years.

4A's Jay Chiat Awards

These awards recognise excellence in strategic thinking that inspires creative work.

North American Effies

The Effie Awards champion the practice and practitioners of marketing effectiveness.

Latest case studies

A 360 degree perspective on the impact of biosimilars

This case study details the Autoimmune Biosimilar Impact Study: the methodology, the types of insights generated, and the actual business impact for global biotechnology company, Biogen, with whom the study's questions were developed.

The Economist: Raising eyebrows and subscriptions

This article describes The Economist's campaign to rescue the magazine from a plateau in subscriptions, caused by perceptions of elitism among prospective audiences.

Samsung Mobile: #NoteMyDay

This case study demonstrates how Samsung, the technology company, used a social media campaign to increase engagement among young people and grow sales for its Galaxy Note 4 smartphone.

Twix Bites and #TBT: Putting (media) money where the message is

This case study illustrates how Twix, the confectionery brand, recaptured the US market by turning a business problem into the perfect communications solution.

Latest articles

Tech Trends 2016: Understanding the driving forces behind the connected consumer

This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

Marketers must be authentic to reach niche audiences

This event report gives insight into how marketers can better target niche audiences rather than lumping them all together.

Taco Bell reinvests in new marketing skills

This event report discusses how Taco Bell, the restaurant chain, has leveraged storytelling based around its brand purpose to engage consumers.

Big data driving marketing at Intel and Visa

This event report gives insight into how marketers are leveraging data to become bigger players in business decisions, while also dealing with challenging changes in digital.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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