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Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

News

NEW YORK: Brand activation revenues should reach $357bn this year, according to a forecast from the Association of National Advertisers (ANA), the industry body, and research firm PQ Media.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.

Article

This article summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.

Article

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

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

News

CHICAGO: Medidata was named as "Corporate Marketer of the Year" at the 2017 B2 Awards, an annual competition which recognises excellence and strong performance in business-to-business marketing.

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

Case Study

This case study describes how the United States Postal Service (USPS), the independent US postal agency, improved its reputation with e-commerce businesses by advertising them on its trucks.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This article reveals the findings of a study into how millennials in Asia feel about the way they movemoney – how they pay and how they are paid – and their thoughts about mobile payments.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.
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