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Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

Men's suiting brand Raymond Limited championed women in an eye-catching Father's Day campaign on social media.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

Amnesty International, an international Human Rights organisation, influenced the way refugees are perceived by people in Europe with its ‘Look Beyond Borders’ campaign.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its furniture brand by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its sales decline into growth by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Swisscom, a Swiss telecommunications provider, generated awareness for its new mobile product offer by launching digital display ads on porn websites.

Case Study

Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK and Ireland.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.