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Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

Article

BlackRock, the asset-management company, believes that new marketing technologies can enable brands to achieve “precision empathy”.

Opinion

Rob Norman has been at the centre of the media world for over three decades. Now, as an adviser to his old firm WPP and a board member of others, he feels more involved with the industry than ever.

Case Study

Sony Europe, a leading electronic product manufacturer, launched Sound So Loud You Can See It, a campaign in Europe to reach younger audiences and promote the Sony XB40 speaker.

Case Study

Krispy Kreme Doughnuts, a doughnut company and coffeehouse chain, used a PR-led, integrated campaign in the US to celebrate its 80th birthday and increase sales.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

News

LONDON/NEW YORK: Facebook and Google, commonly known as the duopoly because of their current hold over the media landscape and digital advertising, could see the “pendulum” of power swing away from them, according to two top executives ...

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

Article

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

News

NEW YORK: Average viewing figures for the regular NFL season and the playoffs were down but Sunday night’s Super Bowl remains a major draw for advertisers who will spend more than $5m for a 30-second slot during NBC’s coverage.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

The book, How Public Service Advertising Works, highlights that advertising has a purpose beyond selling and has many lessons for commercial advertisers.

Article

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Looks at the role formats have to play when engaging with Generations X, Y and Z and how to get the balance right between high-reach and targeted media.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Article

This article argues that the most crucial communication link between marketing and consumers is when the latter are allowed to become active participants in the marketing.

Research Paper

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.

News

NEW YORK: Verizon Communications is introducing a new Wireless rewards program, Verizon Up, that offers a variety of options in return for users’ personal data that will be shared with Oath, Verizon’s digital media unit.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).