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Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in social media.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Research Paper

YouGov, a global data and analytics group, unveiled consumers' appetites for new technologies in the UK, Germany, France and the US to improve marketing effectiveness.

Opinion

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.

Case Study

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.

Case Study

Akbank, a bank in Turkey, used Google data to reach its target audience across mobile, which resulted 131% more credit cards applications.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

News

SEOUL: BMW’s problems in South Korea continue as, following a spate of fires and the recall of more than 100,000 vehicles for safety checks, the government has indicated it will require owners of unchecked BMWs to stop driving them.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Case Study

McDonald's, an American fast food company, launched the Rising! Chinese Hip-Hop campaign in China, to rejuvenate the McDonald's brand among Chinese millennials.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.

Gunn Report

Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Gunn Report

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

Article

Global strategies, campaign updates and trends in the luxury auto category.

Article

Global strategies, campaign updates and trends in the mass-market auto category.