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Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Case Study

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

Article

Offers advice on how experiential might work in different ways for a brand, using examples from the likes of David Lloyd, Jet Blue and The Economist.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Article

The Westin Grand Cayman holiday resort successfully employed low-cost, self-made ads to dramatically improve the results of its digital marketing.

News

PALM DESERT, CA: Casper, Tesla and Blue Apron are among the "direct brands" that demonstrate how the future may unfold across different product categories, according to a new study.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Case Study

This case study explains how JetBlue Airways, an airline brand, turned crying babies from a cause for despair into a reason for joy with the 'FlyBabies' campaign launched in the US.

Case Study

JetBlue, an airline company, launched its retrojet flight in the US by creating a carefully crafted experience based on the brand's hypothetical 1960's look.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

News

AUSTIN, TX: General Electric, the conglomerate, has successfully demonstrated how livestreaming can offer a unique view on the most unlikely of subjects, with its "Drone Week" campaign securing significant consumer engagement.

Article

This event report outlines how General Electric, the industrial conglomerate, utilised livestreaming app Periscope as a marketing opportunity to provide a unique perspective into its business.

Article

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key facts about the Austrian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Article

This article looks at the key developments, and available hardware for virtual reality, arguing that this new way of viewing is the next big thing.

Article

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

Article

This article highlights seven attributes that drive brand success, supported by examples of campaigns aired during the 2015 Super Bowl.

Case Study

This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.

Case Study

This case describes how Etch A Sketch, an iconic drawing toy, seized upon a chance remark made during the 2012 US presidential election to generate large amounts of earned media and increase sales.

Article

Wealthy Indians represent a source of enormous potential for global luxury brands, according to the authors of this paper.

News

MILAN: Major brand owners may have artificially large fan bases on Twitter, as many of their followers on the microblogging service are "bots" rather than real users, a report has suggested.

Research Paper

A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications.

Article

This article examines what the future holds for the airline industry. Economic findings suggest that low-cost carriers will continue to grow, as they provide relevance to financially-constrained passengers by utilising maximum efficiencies.