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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.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Gunn Report

After a series of real-life mistakes made by competitor airlines, Velocity Frequent Flyer, the frequent flyer programme of Virgin Australia, released its own ‘mistake’ but then vowed to honour it; the stunt rebuilt consumer trust and resulted in the brand’s biggest transfer campaign in its entire history.

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

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Case Study

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

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

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.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Article

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

Case Study

Virgin Atlantic, a British airline, launched the ManFran campaign in the UK to celebrate the first direct flights between Manchester and San Francisco.

Article

Reveals key findings from a report that provides insights into how Americans perceive the news they access across all media platforms.

Case Study

Aflac, an insurance company, used PR in the US to showcase its commitment to corporate social responsibility.

Case Study

Hewlett Packard Enterprise (HPE), an IT, technology & enterprise company, launched a global educational campaign on the technology required to complete a mission to Mars, in order to improve brand perception.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

Case Study

Royal Caribbean International, a cruise line brand, engaged a younger audience and encouraged them aboard by creating the Total Eclipse Cruise, which allowed them to see the Great American Eclipse.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.