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United States

Key reading


Super Bowl, the rules of the game

This article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively. It shows that today's Super Bowl ads have their own campaign starting 30 to 60 days before airing, with trailers, PR and social outreach leading up to launch.
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The rise of the digital omnivore

comScore figures show that mobile advertising spending should rise to reflect consumer habits.

US Ad Forecast 2016/17

Predicted advertising expenditure across seven major media channels for the next two years.

4A's Jay Chiat Awards

These awards recognise excellence in strategic thinking that inspires creative work.

North American Effies

The Effie Awards champion the practice and practitioners of marketing effectiveness.

Latest case studies

Airbnb: Never A Stranger

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Mountain Dew Kickstart Comes Alive

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Clearasil: Let's Be Clear

This case study describes how Clearasil, the acne specialist skin care brand, increased its relevance among teens in the US to raise sales.

Snickers: Crisper

The case study explains how Snickers, the confectionery brand, launched a new product - Snickers Crispier - in the US.

Latest articles

Mondelez's Stride Gum turns marketing into profit center

This event report examines how Stride, a gum brand owned by Mondelez International, used a record-breaking skydiving attempt to drive its new model of content monetization.

How a new recipe – and smart strategy – revived Kraft Mac & Cheese

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

How Lane Bryant changed the fashion conversation

This event report addresses how Lane Bryant, the fashion retailer specialising in plus-sized apparel, found its purpose and shifted popular perceptions.

Intel reinterprets its brand value

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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