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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Gunn Report

Stabilo, the German manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Case Study

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Case Study

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

News

GLOBAL: Coca-Cola and Kraft Heinz, the US food and beverages groups, are reported to be serious contenders in an acquisition battle for Horlicks, the venerable British malted milk drink brand that has been on the shelves since 1873.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Article

Sir Martin Sorrell, ex-CEO of WPP, outlines why he’s so optimistic about the role of India in the international advertising industry and why he believes starting from a clean slate is an advantage.

Case Study

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

News

MUMBAI: Sir Martin Sorrell believes the advertising and marketing services industry is in a state of flux and that the structural and cyclical disruption currently taking place offers new opportunities for growth.

Article

L’Oréal Canada, the beauty company, has enjoyed significant benefits from partnering with startups.

Gunn Report

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.

Case Study

Oscar Mayer, an American meat and cold cut production company, promoted its new hot dog recipe by giving them out at unprecedented locations.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

Creating memes on social media is a powerful way to build brand affinity, but many marketers fundamentally misunderstand the process of achieving this goal.