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How a utility demonstrated the benefits of collaborative marketing
This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom the benefits of a more collaborative approach to the marketing function. Steps include jointly planning KPIs and distributing results in real time.
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Energy measurement transforms consumer insights
A new way to measure household electricity usage, so utilities can understand their customers better.
Reinvigorating USPS for the digital age
How the postal service met challenges created by the digital revolution, reversing brand perceptions.
Taking British Gas back to the future
How ads reflecting the UK energy brand's long heritage turned around its poor customer image.
Collect+: Brand strategy and identity development
This case study explores how the UK delivery service Collect+ evolved their brand into a more credible proposition that allowed them to communicate with consistency and confidence.
White Logistics: Further and faster than the competition
This case study investigates how a strategic rebrand of the industrial transportation business White Logistics leveraged renewed growth and changed the fortunes of the company.
OVO Energy: The Surround Sound Approach
This case study demonstrates how OVO Energy, an energy provider in the UK, used digital advertising to grow awareness and new customers.
Meralco Advisory: Seeing a Utility Company in a Better Light
This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.
Household appliance behaviour measurement to transform consumer insights: Passive behavior measurement enabled by IoT energy measurement
This paper describes a new way to passively measure household electricity usage patterns.
The End of the Beginning: Behavioural economics has entered a new era of application
This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.
Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy
This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising.
Personalise through the internet of things
This article examines the ways in which the internet of things (IoT) can capture behavioural data to enable personalisation of goods and services.
How Australia Post added a high-tech extension to an age-old service
This event report explains how Australia Post, the postal service, developed a 'video stamp' to improve sales and perception of the brand on social media in a Christmas campaign.
Behavioural economics: Nudge them into switching
This article describes how behavioural science can be used to overcome brand loyalty and nudge consumers into switching.
Useful Advertising for print and digital - Åkestam Holst at the Cannes Lions International Festival of Creativity
A conference report covering the Cannes Lions seminar of Åkestam Holst, a Swedish advertising agency.
How DHL turned sponsorship into "active advertising"
This event report addresses how DHL, the delivery and logistics company, has turned its sponsorship programs into "active advertising" opportunities which showcase its business capabilities.
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