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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

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

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Case Study

This case study describes how Mercedes-Benz, the German car manufacturer, launched 3 new SUVs into the Italian market with a live broadcast from a drone on Periscope at the F1 Monza GP.

Case Study

This case study looks at how Parkinson Liga, a Belgian charity that aims to raise awareness of the disease, took recent research about writing's connection to staving off Parkinsons, and put handwriting at the centre of an empowering campaign.

Case Study

This case study describes how the Dutch-speaking Belgian radio station Studio Brussels capitalised on Dave Grohl's broken leg, an injury sustained in Gothenburg, cancelling the rest of the Foo Fighters' upcoming tour dates, including Rock Werchter, Belgium's biggest rock festival.

Case Study

This case study details how TG4, an Irish language state broadcaster, engaged younger viewers through a new television show.

Case Study

This case study describes how Telenet, a premium Belgian telco, retained the value perception of its services by increasing the use of its Yelo Play app, an on demand service free to all customers.

Case Study

This case study details how Three Mobile, a telecommunications company, increased sales and engaged shoppers during the Christmas period in Ireland.

Case Study

This case study describes how Casillero del Diablo, a wine brand, partnered with Sky Movies in the UK in order to tap the potential of wine and TV moments.

Case Study

This case study describes how the Italian spirit brand, Amaro Braulio drove awareness for its unique and historic product with the #MadeInCima hashtag, a nod to its alpine heritage.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study describes a campaign by the People in Need NGO in the Czech Republic that encouraged people to buy 'a real gift' that could make people happy and save lives at the same time.

Case Study

This case study describes how Coca-Cola, the FMCG drinks giant, drove brand growth with young adult drinkers in Ireland.

Case Study

This case study describes how Coral, a betting shop, increased bets and traffic to the company during the Cheltenham Festival (a horse racing event) in the United Kingdom.

Case Study

This case study describes how the taxi-hailing app Hailo risked being forgotten about, so it aligned its brand with a historic vote: the referendum on whether Ireland should legalise same-sex marriage.

Case Study

This case study describes how Sony, the Japanese technology brand, increased brand consideration and preference for their new Z3 smartphone in the UK, through an experiential stunt that showed a day in the life of a Sony user.

Case Study

This case study describes how smart, the Mercedes-owned car marque, launched a virtual showroom in Italy capable of overcoming the distance between consumer and product inherent in e-commerce.

Case Study

This case study describes how Hailo, the taxi-hailing app, reminded customers that it was the only taxi app worth keeping, by celebrating the brand's 3rd birthday.

Case Study

This case study explores how SAS, a Czech data processing firm, found free media and regained market position, by crunching the data for serious news stories, making the company relevant again.

Case Study

This case study describes how Ferrero Italia, a confectionery manufacturer, sold its new dark chocolate bar, the Kinder Bueno Dark in Italy.

Case Study

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Case Study

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

Case Study

This case study explores how San Pellegrino, the soft drinks brand, increased global visibility and sales through an extension of its long association with fine dining: the San Pellegrino Young Chef Award.