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Topic Key reading on creating ads based on humour, emotion, celebrity and more

Case Study

This case study describes how Hindustan Unilever's soap brand Lifebuoy attempted to reduce childhood mortality in India, using an online film to promote good hand-washing habits.

Case Study

This case study details how the Snowdon Award Scheme, a charitable organisation that provided grants and bursaries to disabled students, rebranded itself as the Snowdon Trust to increase awareness in the UK.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Case Study

This case study details how Reitmans, a retailer of women's clothing, repositioned its brand to appeal to a younger target without alienating its core customers in Canada.

News

ASIA: International brands operating across Asian markets should consider whether they are prepared for the "politics of consumption" in a time of political uncertainty and growing brand nationalism.

Article

This event report outlines how Twitter, the digital media platform, has aimed to bring greater clarity to its brand.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.

Case Study

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Case Study

This case study described how Hindustan Unilever's soap brand Lifebuoy attempted to reduce childhood mortality in India, using an online film to promote good hand-washing habits.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study describes how premium packaged milk brand Olper's converted loose milk users in Pakistan by building a multichannel educational health movement across the country.

Case Study

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study details how the Table Tennis Association of the Czech Republic increased awareness of the sport and grew its membership base.

Case Study

This case study describes how Lucozade, the global sports drink brand, leveraged its sponsorship of the Irish Rugby team during the 2015 6 Nations campaign, and involved fans as the '16th player' by testing their conversion skill.

Case Study

This case study describes how Coca-Cola, the FMCG drinks giant, drove brand growth with young adult drinkers in Ireland.

Case Study

This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.

Case Study

This case study shows how Nescafé, a coffee brand, created its own reality TV show to increase brand equity in Vietnam.

Case Study

This case study shows how Nissan, a car brand, partnered with the UK Olympic and Paralympic teams to build brand awareness and increase sales.

Case Study

This case study shows how Scope, a disability charity in the UK, increased awareness using a video content led campaign.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.
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