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Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

Telecommunications is one of the top-spending advertising categories in the world, but it faces a number of challenges.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

News

NEW YORK: Email marketers recognise the importance of a good subject line when seeking to engage consumers, but intriguing new research suggests cultural and national stereotypes also play a role.

Article

Marketers can help trigger inspiration within themselves by being aware of the three elements which combine to create it.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

News

LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Opinion

There has been a spate of recent cases where large corporations are alleged to have used street art without seeking the appropriate permissions.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Article

This article provides advice from leading CEOs on how to reach the top of the corporate ladder from a marketing background.