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News

Major travel brands such as TUI are pushing ahead with a New Year marketing blitz, in defiance of fears over Brexit.

News

Sponsored content on Instagram user feeds was once seen by many as “selling out”, but now it’s considered cool and a sign of success.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

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.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Article

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Case Study

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

News

Stores on both sides of the Atlantic experienced a decline in footfall on Black Friday at the same time as e-commerce sales rocketed, according to a variety of sources.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Research Paper

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

Case Study

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

News

Although it is only mid-October, retailers on both sides of the Atlantic will be preparing for the Black Friday shopping event, encouraged by a new report that suggests consumers plan to spend even more than in previous years.

Case Study

National Safety Council (NSC), launched a national debate about prescription opioid related deaths in the US via its “Prescribed to Death” campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.

Case Study

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Case Study

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

Case Study

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

News

Interest in the Ryder Cup, which begins in earnest today, extends beyond golf fans, while a restructuring of commercial activity means more brands than ever are becoming involved.

Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

News

LONDON: Guidelines and clean lines around a brand are the typical aims of marketers, but with new media – such as podcasts and Instagram Stories – an unpolished edge brings significant advantages.

Article

Virgin Holidays, a UK-based travel brand, overhauled its digital customer experience to differentiate itself in a crowded category.

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.