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Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.

News

LONDON: Four in ten children in the UK aged 9-16 are already using voice recognition devices at home, according to new research which raises questions about how they will communicate with each other in the future.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q4 of 2017.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Article

TV has been slow to adapt to the benefits of programmatic but it can help provide more efficient and transparent ad campaigns.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Case Study

UBISOFT, a gaming brand, reinvented the ‘Just Dance’ game in Europe by producing a campaign that reminded gamers of the social power of dance.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

GarantiOne, a banking app for 18-25 year olds, increased app downloads in Turkey by collaborating with Onedio, the Turkish version of BuzzFeed, to produce an interactive media banner.

News

SYDNEY: Connected TV, such as smart TVs and OTT providers, now make up more than a third (35%) of the online video supply offered by Australia’s broadcasters, but advertisers are failing to capitalise on the opportunity, according to a new ...

Article

This article explores views around the use of virtual reality as an advertising medium.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Case Study

EA Games, a video game company, successfully launched its new product through an integrated campaign that heavily featured Brazilian culture both in the product and its launch campaign.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

News

LAS VEGAS: Nestlé, the food group, believes that tapping into the power of digital audio services can help brands engage consumers using the power of "moodvertising".

Article

This event report outlines how Nestlé, the food group, is exploring the future of audio advertising through partnerships with streaming platforms like Spotify.

News

GLOBAL: Mars-owned confectionery brand M&Ms, retailer John Lewis, tea brand Brooke Bond Red Label and the US Army have won Golds in the Effective Use of Partnerships and Sponsorships category in the Warc Media Awards.