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Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Case Study

This case study demonstrates how Vodafone, India's second largest telecom service provider, increased affinity for its brand by creating an emotional connection to its 3G offering.

Case Study

This case study describes how an insight into kids, illness and beds ignited awareness for the flagship programme of the Children's Cancer Association: MyMusicRx, a charity dedicated to the healing power of music.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Article

This article provides an overview and analysis of Pokémon GO, a mobile game that blends real-life environments with digital components such as sound and animation, and that is predicted to be a tipping point for augmented reality technology.

Article

This article explores how brands can successfully align themselves with the identities, goals and values of Millennials and Generation Z.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Case Study

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Case Study

This case study describes how Johnson & Johnson, an American multinational medical and pharmaceutical brand, regained relevance in the First Aid category in the US which was dominated by private label brands.

Article

This event report discusses how Dos Equis, the beer brand, is moving on from its "Most Interesting Man in the World" program.

Article

This short report summarises the results for the FMCG category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

News

AUSTIN, TX: Brands need to demonstrate their usefulness to consumers rather than promising what they may not be able to deliver, according to a new report which found that Amazon is the most useful brand in the US.

Case Study

This case study describes how Unilever created an online store in India as a means to target affluent consumers and drive trial and online sales of its premium FMCG brands.

Case Study

This case study discusses how TENA Men, a UK incontinence pad brand, overcame target audience resistance with a humorous campaign suggesting that the product was a way of taking control of their lives.

Case Study

This case study demonstrates how Fifth Third Bank helped unemployed people in the US find new work and avoid losing their homes to foreclosure to improve brand equity.

Case Study

This case study describes how the Brazilian cloud storage firm Mandic Cloud Solutions promoted its Mandic Truebox service, which companies can use to transfer all their physical files to a virtual storage system.