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Opinion

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.

News

Brand safety is one of the top concerns for the advertising industry, but just how seriously the issue should be taken is reinforced by a new survey that found many consumers regard the placement of ads next to non-safe content as intentional.

Research Paper

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

BMW, an automotive brand, launched a centralized data warehouse in the US to improve effectiveness of its media plan and measurability.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Case Study

Automaker BMW redeveloped its website as a global content hub to attract new audiences.

News

Interest in the Ryder Cup, which begins in earnest today, extends beyond golf fans, while a restructuring of commercial activity means more brands than ever are becoming involved.

Article

Baidu, one of China’s largest tech companies and often compared to Google for its search capability, has developed a deep learning system that combines search intent, buyer behaviour, and real time location data.

News

SHANGHAI: Multinational brands are losing the loyalty of Chinese consumers as shoppers turn to local competitors, according to new research revealing the country’s top 50 brands.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

SEOUL: BMW’s problems in South Korea continue as, following a spate of fires and the recall of more than 100,000 vehicles for safety checks, the government has indicated it will require owners of unchecked BMWs to stop driving them.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Case Study

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Case Study

World of Tanks, a video game brand, launched a campaign in the US to increase brand awareness.

Gunn Report

Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Article

Global strategies, campaign updates and trends in the mass-market auto category.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.