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Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Article

Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Gunn Report

JCDecaux, the outdoor media owner, used its billboards to solve an urban problem in Brazil.

Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

Research Paper

Whoozini, a social networking app, applied digital MR tools to provide critical inputs to successful new product development and innovation in the US and Singapore.

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.

Case Study

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the department stores sector.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Case Study

Teva Neuroscience, a pharmaceuticals company, launched the You Don't Know Jack About MS campaign with celebrity spokesperson Jack Osborne to educate and support those living with multiple sclerosis in the US.

Opinion

Super Bowl LII is upon us, and the US ad industry has been stressing over creating the ad to end all ads: powerful, emotional storytelling sure to stun any Cannes jury.

Article

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Details some of the guidelines O2 uses for developing new digital services and communications, in addition to how they should come to life conceptually, structurally, visually and verbally.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.