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Key reading

USA

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

Amazon: The Magic of Echo

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Pepto Bismol: The Boy Raised By Goats

This case study details how Procter & Gamble, a consumer goods company, advertised its Pepto Bismol gastrointestinal medicine in the US with a humorous campaign.

NASCAR’s Hashtag 500

This case study details how Nascar, an American racing league, increased engagement for its The Daytona 500 race through Twitter.

Latest articles

AT&T builds its digital marketing muscle with OTT

This event report outlines how AT&T, the communications group, is developing its use of digital as a marketing tool.

Expedia Inc (Travel, transport and tourism)

This Company Profile from Euromonitor provides key details and analysis of Expedia Inc, the owner of brands such as Hotels.com, Hotwire.com and eLong.

Hershey champions the "3Cs" of brand building

This event report outlines how The Hershey Company, the confectionery manufacturer, has sharpened its strategy for building brands.

Social and mobile hits the mark for Sony Pictures

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

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