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Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

Turkcell, the Turkish mobile phone network, promoted its music streaming app, Fizy, with interactive banner ads which promoted mood-based playlists.

Case Study

Eros International, one of India's biggest movie production houses, successfully launched a new movie despite a rival launching on the same day.
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Case Study

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in the UK.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Case Study

India is the fastest-growing telecoms market in the world and the second-largest globally, with government policies providing an open and conducive environment for telecoms operators and licences awarded on a regional basis.

Article

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, as podcasts present them with a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.

Case Study

Turkcell's messaging and content app BiP used a media partnership approach to increase its active user base in Turkey.

Case Study

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Case Study

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Case Study

Lexus UK, an automotive brand, created an experience purely through sound to advertise its new LC model car in the UK.

Case Study

Bacs, an IT service management company, personified its Switch Current Account Service in the UK to empower consumers to switch and build awareness.

Case Study

Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

Case Study

LELO, the upmarket Swedish sex toy manufacturer, enhanced brand awareness in Italy through co-marketing with a nationally famous band.

Case Study

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Article

Voice-enabled technology, from smart speakers to virtual assistants, is opening an entirely new interface through which brands and consumers will engage and communicate.

Case Study

Through the launch of its new app, classified ads platform OLX took the opportunity to increase its market share in Indonesia.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.