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News

LONDON: Music is the least understood element of branding strategy, and yet it is one of the most powerful markers of a brand, fundamental to the experience that customers remember, an industry figure has argued.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

Article

This event report considers what actions brands need to take to comply with the General Data Protection Regulations (GDPR) which come into effect in May 2018.

Case Study

This case study shows how Itaú, a financial services brand, successfully increased its audience's perception of the brand as a digital bank, by using Facebook's new Canvas feature to launch a reading campaign across Brazil.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Article

This article outlines how two major laws in the European Union (EU), the General Data Protection Regulation (GDPR) and ePrivacy Regulation, could impact marketing across the globe when they come into effect next year.

Article

This article explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

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.

News

BRUSSELS: The European Commission is proposing new privacy legislation that will see rules extended from traditional telecoms operators to include new providers of electronic communications services, such as WhatsApp, Facebook Messenger, Skype and ...

Case Study

This case study describes how WestJet, a Canadian airline, utilised social media to increase brand engagement.

Research Paper

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Research Paper

This research report details the digital habits and behaviours of 'fitness fanatics' around the world, defined as individuals who say they exercise more than four times per week and have a strong interest in health and fitness.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how the UK Government increased voter registration by creating an emotional campaign targeted at expats who were considering returning home in the near future.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Case Study

This case study shows how Sainsbury's, a UK supermarket chain, made a decision to invest in longer term brand building in order to increase brand loyalty and sales.

Case Study

This case study shows how Kellogg's, a breakfast cereal brand, changed Indian attitudes towards breakfast by using a pledge-based campaign.

Research Paper

This summary report looks at the challenges that consumer connectivity presents to businesses globally and what they need to understand in order to grow profitably in the connected world.

Case Study

This case study describes how PayPal and Airbnb incentivised its global consumers to book an Airbnb using PayPal during the holiday season with a $50 off coupon.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Research Paper

This paper explores how research can have more impact when it is made experiential, enabling insights to be made more memorable and consumer empathy to be increased.