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Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how The Mick, Fox's new TV series, made its debut in the US by creating an engaging campaign that invited parents and fans to share their parenting stories.

Article

This article argues that proximity to clients, an external perspective and an enthusiastic, skilled team are key to a strong in-house agency which remains an important and growing part of the industry mix.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Opinion

Theodore 'Ted' Sturgeon is widely acclaimed as one the greats in science fiction writing. He wrote a number of novels, was an early scriptwriter on the promising TV series Star Trek in the 50s and 60s and also one of the foremost critics in the sci-fi genre, also penning over 400 reviews before his passing in 1985.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

Case Study

This case study details how McDonald's, a fast food restaurant chain, engaged supporters with its charity, Ronald McDonald House Charities (RMHC), in the United States.

News

PHILADELPHIA: The importance of product display is well-known to retailers, but new research suggests that, when faced with an assortment to pick from, consumers' choices can be imperceptibly swayed by whether the items are displayed vertically or ...

Research Paper

Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey.

Research Paper

This paper describes a research project carried out for Philadelphia, a large health care facility in the Netherlands for people with mental disabilities, which created a new holistic vision for mental healthcare.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Article

This event report addresses how Mondelez International, the snacks manufacturer, is seeking to drive "fearless" marketing innovation.

News

PHILADELPHIA: US marketers could make major savings in survey research by using smaller sample sizes without significantly increasing the margins of error, a leading academic has claimed.

Article

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

News

SEATTLE: In yet another expansion of its retail and delivery offer to consumers, e-commerce giant Amazon is reportedly planning to add dozens of new brands to its Dash button feature later this week.

Case Study

This case study shows how 92nd Street Y (92Y), a non-profit cultural institution and community centre in New York City, partnered with the United Nations Foundation to launch #GivingTuesday, and turned it into a worldwide movement.

News

PHILADELPHIA: A focus on innovation and the scrapping of silos have been key to the turnaround at Harman International, according to its chairman, president and CEO.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.