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Topic Key reading on strategies to promote long-term as well as short-term success

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.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

News

DUBLIN: Significant adblock usage by a website's audience can lead to a short-term boost in page traffic, but over the longer term traffic declines as these sites find themselves unable to invest in content, a new study has shown.

News

NEW YORK: Marketers need to consider factors such as short-termism, "hyperbolic" discounting and other principles from behavioural economics as they seek to build connections with consumers, a leading executive from FCB has argued.

Article

This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

News

SINGAPORE: As widely reported over the past fortnight, many of the world's leading brands have pulled ads from Google-owned YouTube following reports that ads have been served on extremist websites, but it appears marketers in APAC remain sanguine ...

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Article

This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.

Article

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

Article

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

This article explores the rise of the "Independent Republic of the Supply Chain", a demographic of people that constitutes a mobile workforce not tied to any single country.
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