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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

News

LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...

News

NEW DELHI: The number of regional advertisers in India is growing steadily and media agency figures expected them to contribute significantly to advertising expenditure during the forthcoming festive season.

News

DELHI: Amazon Pay, the ecommerce giant’s digital wallet service, has entered into competition with Flipkart and Paytm’s payment options, amid stellar growth in payment services in India.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

News

LIVERPOOL: Liverpool FC will sport Western Union, the global money transfer company, on its players’ shirt sleeves for the first time, as the financial services company plots its move to digital via corporate customers.

News

HONG KONG: Banking is waking up to, and publicly acknowledging, the threat posed by agile fintech companies, as China’s tech giants gain more ground in traditional industries.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

News

CINCINNATI, OH: Procter & Gamble, the world’s largest advertiser, reduced its annual expenditure by $125m, representing a year on year decline of 1.7%, the lowest level in 11 years, due to cuts in digital spend.

News

SEOUL: As the debate over whether automation will lead to a wholesale loss of jobs for humans, the Moon Jae-in administration has proposed a reduction in financial incentives for companies adopting robots.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

News

SHANGHAI: McDonald's intends to open around 2,000 new stores in China over the next five years, with a focus on tier 3-4 cities.

News

ARMONK, NY: Six in ten CMOs and sales leaders believe their industries will be disrupted by cognitive computing and nine in ten agree it is important for their organisation’s future but many are – unnecessarily, according to a new study ...

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

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 article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.