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Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Research Paper

This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

Case Study

This case study describes how Skagen Funds, a trustfund management company, boosted its market position in Denmark through its The Rich List campaign.

Case Study

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Article

This report from the Futures Company looks at the implications of slowing growth in the global economy, arguing that brands can only counteract the trend by creating demand.

Research Paper

This paper examines the importance of qualitative research in initiating change and action in an organization that is looking to better address customer needs.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Article

The Programmatic Primer is designed to enable advertisers to take advantage of the opportunities offered by programmatic advertising.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Case Study

This case study describes how Nationwide Insurance made a film for the National Fair Housing Alliance in the USA to promote its cause.

Case Study

This case study describes how French toilet paper manufacturer Delipapier enhanced its position in an increasingly competitive market.

Case Study

This case study describes how Canadian Tire influenced consumer behaviour around battery purchase, from being a grudge buy to an essential asset.

Article

This article argues that big data changes the relationship between data and creativity; instead of data fuelling the creative idea, creativity is now needed to handle the data.