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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.

News

ISTANBUL: Turkey has been the source of award-winning mobile campaigns but mobile budgets remain a small proportion of the total marketing budget and their limited size is a brake on industry growth, according to a new study from Warc and the MMA.

Article

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

News

NEW YORK: Kraft Mac & Cheese won the Grand Prix at the 2016 Jay Chiat Awards for Strategic Excellence with its "Blind Taste Test" campaign, where the brand reformulated its recipe but did not promote this change for three months.

News

NEW YORK: Kraft Mac & Cheese, Pedigree and Comcast's Xfinity were all among the big winners at the 2016 Jay Chiat Awards for Strategic Excellence held in New York City last night.

Case Study

This case study describes how Under Armour, an American clothing brand, took a cultural insight into an athlete's play and brought that idea to life with the help of a computer game.

Case Study

This case study describes how REI, a US outdoor goods manufacturing co-op, invigorated the brand by encouraging shoppers to spend the biggest shopping day of the year outdoors.

Case Study

This case study describes how Gatorade, an American manufacturer of sports beverages, cemented the legacy of a leading female athlete by deactivating her social media accounts.

Case Study

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.

Case Study

This case study describes how Microsoft, a US software and tech giant, gave girls role models and raised awareness of the significant contribution of women in Science, Technology, Engineering, and Math (STEM) by celebrating all things that are 'Woman Made'.

Case Study

This case study shows how Kraft Foods, an American food producer, announced the biggest change in its popular Blue Box Kraft Mac & Cheese by not saying a word about it.

Case Study

This case study describes how an insight into kids, illness and beds ignited awareness for the flagship programme of the Children's Cancer Association: MyMusicRx, a charity dedicated to the healing power of music.

Case Study

This case study describes how PayPal and Airbnb incentivised its global consumers to book an Airbnb using PayPal during the holiday season with a $50 off coupon.

Case Study

This case study demonstrates how the American Cancer Society (ACS), founded in 1914 by a group of physicians and community leaders with the determination to put an end to the suffering and loss of life, managed to reverse a decade-long problem of declining donations.

Case Study

This case study describes how the California Milk Processor Board, a statewide initiative, reinvented and reimagined milk's relationship with food for California in 2015 resulting in changed perceptions, new engagements and, most importantly, an increase in consumption and purchase frequency.

Case Study

This case study describes how Tillamook, a farmer-owned dairy cooperative from the Pacific Northwest in the United States, scaled their business across the West in 2015 by winning over millennial food lovers.

Case Study

This case study demonstrates how Seamless, the market leading food delivery service connecting diners and restaurants across NYC, transcended competition and elevated the brand by connecting with people's proud New York identity.

Case Study

This case study describes how Halo 5, a computer game, increased participation, provoked conversation and beat Halo 4 sales figures.

Case Study

This case study demonstrates how The Shelter Pet Project, a collaboration between the Humane Society of the United States, Maddie's Fund and The Ad Council, used homeless pets online to transform the way America thinks about these pets.

Case Study

This case study details the renaming of BeeSweet lemonade, a US-based lemonade manufacturer founded and led by an 11-year-old, and the campaign to change the name, brand, and story to Me & the Bees.

Case Study

This case study describes how the Clinton Foundation, a non-profit corporation registered in the US, tackled ambivalence towards gender equality by dramatically bringing to life the absence of women from all kinds of media.

Case Study

This case study describes how Xfinity, an American cable TV service, turned its business around and achieved a level of growth not since seen in the company's history by emulating the way bilinguals use English and Spanish in their daily lives.

Case Study

This case study describes how the use of the right strategic idea helped Corinthians, probably the best-loved football team in Sao Paulo, Brazil, sell more team jerseys than ever before in Brazil.

Case Study

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

Case Study

This case study describes how New York Lotto took back its title as the city's jackpot game.