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Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Article

Reveals the books that influenced Allan McLaughlin, CEO of the BD Network.

Case Study

AXA, the insurance firm, used targeted conversation about the weather through digital out of home (DOOH) to improve the brand’s reputation in the UK.

Case Study

AXA, the international insurance firm, increased sales and brand awareness by using digital out of home and mobile data to target consumers with conversations about the weather in the United Kingdom.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Case Study

This case study looks at the organ donor registration, non-profit brand, Donate Life America, who used the 'Even an Asshole Can Save a Life' campaign to convince millennial males in the USA to become organ donors.

Case Study

This case study describes how Pop-Tarts, the toaster pastry brand, reversed sales decline in the US by launching a new product aimed at millennials.

Case Study

Spin Master, a toy manufacturer, successfully coordinated the world launch of its Hachimal toy through a teaser campaign that relied heavily on influencer content and earned media.

Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

Article

This event report outlines how General Mills, the fast-moving consumer goods group, is transforming its model of agency remuneration.

Case Study

This case study demonstrates how Seamless, the market leading food delivery service connecting diners and restaurants across NYC, transcended competition and elevated the brand by connecting with people's proud New York identity.

Case Study

This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.

Article

This event report outlines how American Greetings, the greetings card company, has successfully built its marketing strategy on "cultural tension".

Article

This event report outlines how General Electric, the industrial conglomerate, is showing off its innovation credentials with "business-to-human" marketing.

News

NEW YORK: In the search for comparable cross-media metrics, average audiences have been proposed as a standard that would put traditional and digital platforms on the same footing.

Article

This event report demonstrates how Arby's, the restaurant chain, revived its fortunes through a mixture of insight and marketing courage.

Article

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

Case Study

This case study describes how Crocs, a casual shoe brand, used its signature design to reinvent itself as a fun brand, and reignite consumer love.

Case Study

This case study describes how Apple, the technology brand, used its annual gift to fans to reinforce the emotional message that Apple products empower people to give meaningful gifts.

Case Study

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

Case Study

This case study describes how the Bank of America helped revive the public interest in fighting AIDS by boosting donations to (RED).

Case Study

This case study describes how US animal rescue charity Dallas Pets Alive (DPA) changed the way people perceived rescue pets.

Case Study

This case study explains how Chicago Blackhawks Charities (CBC), the philanthropic arm of the Blackhawks hockey team, sold the ice on which the team won the Stanley Cup to raise extra money.

Article

This article explains how brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers in an immediate and transparent way through live digital video.