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Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

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.

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

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.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This article lists three examples of how insights from behavioural science can help people gain greater control over their finances.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).

Opinion

Malcolm White wonders how more communication went from being the force for good that would bring humanity together, to being something altogether more divisive.

Article

This event report looks at how the Vote Leave campaign developed the clear messaging and specific targeting that helped it win the UK referendum in June 2016 on whether to leave the European Union.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how the Indian Red Cross Society, a humanitarian organisation, changed India's mind-set on blood donations by creating a mobile blood banking app and fostering the notion of blood donations as a way to save your own blood for future occasions.

Case Study

This case study shows how MasterCard, a financial services brand, installed an interactive display to collect food donations across the UAE.

Opinion

Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.

Article

This short report summarises the results for the financial services category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Article

This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article outlines how two major laws in the European Union (EU), the General Data Protection Regulation (GDPR) and ePrivacy Regulation, could impact marketing across the globe when they come into effect next year.

Article

This event report outlines how data is becoming "political", with profound implications for electoral candidates, consumers and businesses alike.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

News

MOUNTAIN VIEW, CALIF: Brands risk endangering reputation and consumer trust if they fail to adopt stronger methods to protect consumer identities, as two thirds of UK and US consumers are concerned about how brands use their personal data, a new ...

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.