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Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

SPAR, an independent grocers retail chain, increased sales in Denmark by launching a campaign that reminded Danish consumers how shopping at their stores helped support local producers.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Case Study

Airbnb, an online marketplace and hospitality service, launched the #UntilWeAllBelong campaign in Australia, which aimed to bring the topic of marriage inequality among the LGBTQI community to the forefront of conversations.

Case Study

Boost, a telecommunications brand, turned its stores into voting stations to successfully increase brand loyalty and sales in the US.

Case Study

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

QQ Alert, a face recognition technology brand, showcased how its state-of-the-art product has brought a solution to several social issues linked to missing people's cases and medical situations in China.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Gunn Report

Looks into which campaigns from Australia and New Zealand, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Article

Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Case Study

Investment firm State Street Global Advisors sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.