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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

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.

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

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.

Snickers: You're Not You When You're Hungry

This case study explains how Snickers, the confectionery brand, used a Super Bowl ad and a series of content to grow sales in the US.

Latest articles

Starbucks spreads positivity with brand journalism

This event report outlines how Starbucks, the coffee-house chain, has moved into brand journalism with its "Upstanders" content series.

How AOL uses Snapchat to reach multiple audiences

This event report provides details about how AOL, the digital content brand, is using Snapchat to engage with many of its key audiences.

Tech trends for 2017: Insights from CES

This event report outlines some of the most important technology trends for 2017, based on insights from the Consumer Technology Association (CTA).

Why agencies have a planner problem

This event report draws on research from LinkedIn and the 4A's (American Association of Advertising Agencies) to assess why planners and strategists are often dissatisfied in their roles.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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