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Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

Case Study

Krispy Kreme Doughnuts, a doughnut company and coffeehouse chain, used a PR-led, integrated campaign in the US to celebrate its 80th birthday and increase sales.

Case Study

Minnesota Timberwolves, an American professional basketball team, introduced its new era of basketball and encouraged fan support by revealing a new logo exclusively at its last game of the season.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Case Study

Tostitos, a tortilla chip brand, launched a Super Bowl campaign in the US without airing a single commercial by creating a Tostitos bag that doubled up as a breathalyzer.

Case Study

Department of Defence, an executive branch of the US government, used PR to launch its Warrior Games campaign to support the wounded, ill and injured service members and veterans of the US, UK and Australian Defence Force.

Case Study

Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.

Opinion

Some of the biggest sporting events in the world are losing traditional TV viewers. Ahead of this summer’s World Cup, brands are having to think differently when it comes to sports marketing, says Joe Weston, Director of We Are Social Sport.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Social media platforms are enacting major changes to the organisation of personal and professional posts due to scrutiny from lawmakers, concerned health experts and anxious advertisers.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Gunn Report

Contains the creative for the 'Serena Williams | Match Point | Gatorade' campaign for Gatorade by the agency TBWA\Chiat\Day in the USA.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

News

NEW YORK: ESPN’s sales pitch to advertisers is no longer so much about the sport as about the audience – and a female audience in particular – as new data revises some long-held assumptions.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

News

LOS ANGELES, CA: As Netflix pulls ahead in the battle for viewers, Disney’s acquisition of 21 st Century Fox’s media assets could see it take control of rival service Hulu, but the struggle to win subscribers could be immense.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

News

MENLO PARK, CA.: Facebook has demonstrated its interest in streaming live sports following an unsuccessful $600m bid for the rights to broadcast cricket matches in India, as the social network interviews candidates for a sports rights negotiator.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.