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Case Study

This case study details how Resident Evil, a Warner Bros action-horror film series, partnered with Gameloft to use its interactive video ad model for the first time in Turkey to transform its trailer into a video game.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Case Study

This case study describes how UK broadcaster Channel 4 launched Humans, a new TV series about artificial intelligence and synthetic humans, using TV, online retail, digital and a bricks-and-mortar store.

Case Study

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.

Case Study

This case study details the launch of Halo 5: Guardians, the flagship Xbox game, that re-energised a 14-year old brand by turning the original Halo narrative on its head.

Article

This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust.

Case Study

This case study explains how Warner Bros, the film company, launched The LEGO Movie in the UK by re-creating a whole ad break in LEGO.

Article

This article argues that advertisers need to make better use of data and technology to deliver content to people in the right context and build personal connections.

Research Paper

This paper argues that using biometrics to test emotional response to ads can predict success, based on research from Latin America.

Case Study

This campaign promoted the new Samsung Galaxy smartphone through an innovative live event that was filmed and then distributed via online video.

Research Paper

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

Case Study

This case study describes an international marketing partnership between Intel, the computer chip manufacturer, and Toshiba, the electronics company, to target millennials with a series of social films.

Case Study

This article explains how a Paralympics campaign by Channel 4, the UK television channel, was made successful by its research foundation.

Article

This article looks at examples of how brands have delivered brilliant topical advertising in real-time and offers some general principles that underpin successful real-time marketing.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Case Study

This case study describes a new approach adopted by Tata Sky for its media buying in India. The model - which combined TV data (GRPs), consumers' unfiltered responses and business metrics - was able to make real-time corrections to TV weights, which would help optimize sales.

Article

This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon.

Case Study

The Godrej Group is one of the leading business groups in India with the Godrej brand reaching more than 500 million consumers.

Article

To better understand people's mindsets regarding current technological and social evolutions and revolutions, Euro RSCG Worldwide surveyed 7,213 adults in 19 countries.

Article

This paper provides an overview of the signs and advertising specialties industry in the United States, including electrical, mechanical, cutout or plate signs and advertising displays.

Article

This paper provides an overview of the global broadcast television industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the global book publishing industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the online auctions industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.