Jay Leon, Brian Katz and Bill Harvey, ARF Experiential Learning, Re:think, March 2015
This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between between ads and sales promotions and in turn increase ROI.
Nielsen, February 2015
This report focuses on how companies around the world, and especially in the US, can make their trade promotions more effective.
Design Business Association, Silver, Design Effectiveness Awards, 2015
This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK.
Tim Eales, Admap, February 2015
This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.
PMAA Dragons of Asia, Bronze Award, 2014
This case study describes how India's fourth-largest FMCG company, Dabur India Ltd, connected with consumers during the country's long summer season to publicise the stomach-cooling benefits of its fast-acting antacid remedy Pudin Hara.
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2014
This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".
Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.
Stephen Whiteside, Event Reports, Advertising Week New York, October 2014
This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.
Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.