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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Case Study

OYO, a hospitality company, campaigned against the high Goods & Services Tax rates and fought the corner for low budget hotels in India who could not fight back themselves.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Article

As platforms evolve and budgets are strained, marketers work to find the ROI in social media marketing.

Case Study

Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

Opinion

A business model which relies on hoovering up huge amounts of personal data from consumers is under threat from GDPR and the Cambridge Analytica revelations.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Case Study

BT Sport, a group of sports television channels, partnered with YouTube to generate audience data that would inform its media strategy and directly influence its creative solution in the UK.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Case Study

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

Case Study

Money transfer service Western Union used a multichannel approach to change its image of a transactional brand to drive use of its services in India.

News

GLOBAL: The European Union’s General Data Protection Regulation (GDPR) comes into force today at the same time as a new global survey points to widespread support in some non-EU countries for its provisions to be adopted.

Opinion

The  General Data Protection Regulation (GDPR) is due to be implemented across the European Union today, 25 May 2018.

Case Study

The Museum of Cosmonautics, a popular science museum in Russia, launched Postcards from the Past, a campaign to engage the public and demonstrate its 'open doors' policy.

Article

Key travel trends for 2018 in a variety of Asian-Pacific markets, based on research by UM Worldwide.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

Case Study

The National Integrity Alliance, an organisation made up of four Kenyan-run civic organisations, launched the #RedCard campaign in Kenya to challenge the re-election of leaders who fell short of ethical standards.

Case Study

New York State Health Foundation, a private, statewide foundation, put pressure on the New York City Council and Mayor to encourage free school meals across the city through a public affairs and social media campaign.

Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.