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Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Article

This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Case Study

This case study shows how JSW Steel, a steel brand, became India's highest growing steel brand, overtaking its long-running competitor.

Article

This event report outlines how GoDaddy, the domain-registrar and web-hosting firm, put personalisation at the heart of its marketing strategy.

Case Study

This case study describes how MoneySuperMarket, a UK price comparison website, raised awareness with a funny campaign that gained big earned media support.

Article

This article introduces the winner of the Admap Prize 2015, on the topic 'does big data inspire or hinder creative thinking'.

Research Paper

This paper investigates how the social identities and preferences of Brazil's ascending middle class are formed, to help fashion retailer C&A plan ahead.

Article

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.

Research Paper

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.

Article

This article explains how brands can put the right processes in place to allow them to adapt quickly within a consumer-driven, data-fuelled marketplace.

Article

This article highlights some corporate social media blunders and offers advice for brands to avoid embarrassment, including a crisis management protocol.

Case Study

In 2011, Philips, the lighting and consumer electronics group, had the idea of connecting light to the internet.

Research Paper

This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).

Article

This article explains how brands are now part of the Relationship Economy, where increased connectivity and both personal and online recommendations have disrupted the traditional purchase funnel.

Article

A conversation between father and son is used to explain the four pillars of brands - difference, relevance, esteem and knowledge.

Research Paper

Many commentators tell us that the qualitative research tools in most common use, while fit for many purposes, are ineffective in discovering the emotional reasons behind behaviour.

Opinion

Half the planet’s population is expected to watch at least some part of the London 2012 Olympic Games.

Research Paper

This paper advocates the use of storytelling as a research tool. Stories, the author argues, can inform us, acting as a rehearsal for life itself.

Case Study

The Indian Premier League (IPL) - a hugely popular yearly cricket match series between different state teams – was the ideal platform to showcase Virgin Mobile's recently launched GSM services, but its budget was a one per cent of the leading competitor's.

Case Study

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Case Study

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Article

While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem.

Article

The CEO of Landor Associates, Charles Wrench, explains the importance of country branding, focusing on the United Arab Emirates' rebranding of itself.

Case Study

This paper is a story of brand rejuvenation of a Great British invention: gravy. Bisto’s problem was that it no longer played a relevant role in the lives of modern British families.