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Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

News

HOLLYWOOD, FL: Brands need to prepare voice strategies that can strengthen their position in this space for the long term, according to Sarah Hofstetter, chairwoman of agency 360i.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

News

BEIJING/SAN FRANCISCO: Google has launched an artificial intelligence game in the form of a mini-app that will sit within Tencent’s WeChat platform, a sign not only of the company’s ambition to re-enter China’s consumer market but ...

Gunn Report

Xbox, Microsoft’s gaming brand, transformed its consumers into entrepreneurs in a campaign that allowed gamers to design and then sell their own Xbox game consoles.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Article

360i, the agency, believes that voice technology is a major disruptive force that every marketer has to plan for.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Article

Uses various data sources to reveal search advertising’s trajectory for 2018.

Article

Reveals the books that influenced Rob Smith, chief client officer of McCann Worldgroup UK.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

News

NEW YORK: Microsoft, the tech company, believes that formulating a clear set of “principles” can help guide its strategy in numerous complex areas of innovation, a move that could protect its brand in the long term.

Article

As platforms evolve and budgets are strained, marketers work to find the ROI in social media marketing.

News

CANNES: One year after the announcement that Publicis Groupe, the world’s third-largest advertising holding group, would cease marketing and award spend, the company has revealed the source of its attention.

Article

Publicis was back in Cannes following a year of development on its new platform, Marcel, which aims to transform the group’s client offer.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.

News

A CORUÑA: Zara owner Inditex has reported profit increases off the back of online efforts and canny investments in technology which have boosted its overall efficiency.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Article

Microsoft, the technology company, is building its business operations on a slate of guiding principles that can help inform big decisions on complex issues.

Article

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.