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Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

News

GLOBAL: Volvo is to become the first major automaker in the world to phase out the combustion engine and launch models powered only by electric or hybrid motors.

News

SINGAPORE/SYDNEY: Alcohol giant Diageo, a Publicis Groupe client in Australia, has expressed concern about the holding group's decision to not enter awards for at least the next year, calling it a "mistake".

News

HONG KONG: Youku Tudou, the video-streaming site owned by internet giant Alibaba, is losing adspend to competitors like Weibo, as brands prioritise short-form video platforms.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Article

This article introduces a series of articles on marketing public services and creating awareness of a diverse list of issues, including for growing subsectors such as charities.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Case Study

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Case Study

This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Article

This Company Profile from Euromonitor provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Research Paper

This paper discusses key trends in short form video viewing, with a particular focus on post millennials (under 16s), including how they watch, what they watch and how they discover content.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Research Paper

This paper hypothesises that conditional differential incentives can increase overall participation rates and the proportion of respondents who use a particular device in web surveys.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Case Study

This winning case study details the 'Groceries not Guns' campaign from Moms Demand Action, a pressure group for gun control in the US, who gained massive awareness and real policy change with only a fraction of the funding raised by its opponent, the NRA.

Research Paper

This work investigates the effect of 3D product visualisation on online shopping behaviour. A virtual shopping interface with product categories projected in both 2D and 3D was developed and deployed.

News

SHANGHAI: Chinese consumers are flocking to South Korean beauty products, which now account for almost a quarter of all cosmetic imports to China, with this growth coming at the expense of established Western brands.

Research Paper

This paper examines the methodological arguments for using 'SMS diaries' to capture the emotions experienced by consumers of services at the very moment they are being felt.

Case Study

This case study describes how MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA (MDA) combined innovative ideas, a powerful message and digital channels to get retailers to ban guns from their stores.

Research Paper

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.