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Case Study

Tate Britain, a British art museum, used the stories behind its paintings to make art accessible to everyone, particularly those who otherwise felt alienated by art and its associated culture.

Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Article

This event report describes a talk by John C. Jay – who spent 21 years at Wieden + Kennedy and is the current president of global creative at Uniqlo – about his experiences of putting creativity into practice.

Case Study

This case study describes how the microbrewery Treeboom utilised a high visual impact and innovative packaging to launch a bottled range of its beers that stood out from the crowd.

Case Study

This case study describes how Whitworths sugar developed a clear brand strategy that helped it gain greater awareness in the UK and grow in a declining market.

Article

This Company Profile from Euromonitor provides key details and analysis of Cargill Texturizing Solutions.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Case Study

This case study describes how human rights organisation Reprieve/Foundation for Fundamental Rights set out to highlight and ultimately decrease the collateral damage caused by drone strikes in Pakistan.

Opinion

This post is by Sarah Villegas, Exterion Media's Head of Marketing and Business Development. The potential for Digital Out of Home advertising (DOOH) is huge and there is unanimous agreement across the industry that its adoption is at a tipping point.

Research Paper

While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites.

Case Study

The Art Fund is a small British charity that funds the acquisition of art for the enjoyment of future generations.

Case Study

Anchor carries strong nostalgia value amongst the butter category in the UK. However, a busy marketplace with little category growth and competitor price promotions saw Anchor's sales decline to third place in 2010 after three decades as the UK's market leader.

Article

The authors introduced the concepts of “mass customisation” and the “experience economy” a decade ago based on the growth of services in the economy.

Article

This paper outlines key findings from gold-winning entries to the Account Planning Group's biennial Creative Strategy Awards between 1993 and 2007, and is based upon the APG's recently published book of these entries, The Gold Standard.

Research Paper

The article discusses the use of semiotics to predict future cultural trends. The development and nature of semiotic analysis is summarised: synchronic analysis looks at communications and culture at a single point in time across many aspects of life; diachronic analysis studies how these change over time.

Article

This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in `art' as defined by the establishment, but have a passionate interest in music and the kind of art they create themselves.

Case Study

This paper shows how planning created new content, not just communications. It describes how Tate Modern connected with a group of 15–24-year-old Londoners who had never been interested in 'traditional' art.

Article

This article discusses the much-criticised logo for the London 2012 Olympic Games, and argues that while the execution was imperfect, the underlying conception is radical and interesting, and has not been understood.

Case Study

Tate Britain is an emblem of British culture, but by 2005 it was losing relevance. The launch of Tate Modern in 2000 had repositioned Tate Britain as classic and institutionalised; its permanent collection of British art had become over-familiar and less appealing.

Case Study

This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels.

News

LONDON: The head-turning appeal of Aston Martin's iconic sports cars has propelled them to the top of the UK CoolBrands 2007 poll, the brainchild of international researcher Superbrands .

Research Paper

The talented people we want to attract to our profession are likely to have only a basic knowledge of who we are and what we do, as do most of the public.

Article

This paper argues that ethnography is fast becoming a central aspect of qualitative research as brands look for new ways to connect with consumers.

Research Paper

The authors accept that marketing is increasingly based on emotion – the `dream economy’ – that brands are chosen for their contribution to our self-image, and how we appear to others, rather than as functional products.