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Article

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

Article

Pharma brands should tap the power of behavioral economics as they seek to drive a change in habits among their patients.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

Sunovion, the pharma company, took a distinct strategic approach as it prepared to launch into a new category.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

The California Consumer Privacy Act (CCPA) will transform how brands gather and employ consumer data in the state – and, potentially, beyond.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Case Study

Pediatric Brain Tumor Foundation (PBTF), a charity for the childhood brain tumor community, made a resource for children to help them understand abstract cancer information and did so without any media spend in the US.

Case Study

Aetna, a health insurance company, delivered an emotional and inspirational campaign across multiple channels in the US, resulting in improved company perceptions and favorability.

News

Confectionery giant Mondelēz has revealed the strategy behind its major marketing shake up, and it’s all about being “fast, focused and fearless”.

Article

Introduces new insights on how to maximize marketing effectiveness with multicultural consumers through digital media by quantifying digital spend by ethnicity and race.

Article

Discover Puerto Rico, the tourism body for the island, is developing a new brand positioning and augmenting its data capabilities.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Article

Vanity metrics only go so far; to find true success US brands need key performance indicators that measure advertising's effect on bottom-line results.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

News

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing ...

Case Study

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Case Study

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

News

LONDON: US e-commerce specialist Fanatics has signed a kit-manufacturing deal with the UK football team Aston Villa in a move that could signal a major shift in the model of UK sports sponsorship that has seen big brands consolidate around big ...

Case Study

Carnival Corporation, a cruise company, launched its Caribbean is Open campaign in the US to increase sales of Caribbean trips, support damaged Caribbean islands and show consumers that they can safely travel to other islands.