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Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

News

NEW YORK: Facebook, Twitter and Snap are reported to be trying to buy the online rights to video highlights from the 2018 FIFA World Cup tournament.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Case Study

This case study shows how Premier Futsal, India's first professional futsal league, took the country's love for competition shows and turned it into a successful strategy to raise brand awareness and find new players.

Article

This event report outlines how Russell Athletic, the sporting apparel brand, found success by flipping traditional category conventions.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

News

NEW YORK: Twitter has announced a number of live-streaming deals, including a partnership with Bloomberg Media to create a new live streaming news network.

News

SYDNEY: A blanket ban on gambling ads during live sports broadcasts is reportedly going to be considered by the Australian government this week, but new data suggests the move could cost TV networks more than $135m in lost revenue.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This article explores the opportunities for brands in Indian sport, including the Indian Premier League (IPL).

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is driving new measurement standards across the digital ecosystem.