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News

NEW YORK: BuzzFeed News, the media company popular with millennials, has teamed up with Twitter to launch a new, live-streamed, weekday morning show.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study looks at how Checkers & Rally's, a quick service restaurant, took on Burger King with humour and a hashtag to hijack the latter's multimillion dollar hotdog launch in the US.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

News

NEW YORK: Speed is now the "currency of business" for brands and companies when it comes to marketing and other factors like production and distribution, Wendy Clark, CEO of DDB North America, has argued.

Article

This event report outlines how DDB North America, the agency network, is seeking to adapt in a new marketing era.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Research Paper

This paper describes a research project carried out for Philadelphia, a large health care facility in the Netherlands for people with mental disabilities, which created a new holistic vision for mental healthcare.

Case Study

This case study describes how Tillamook, a farmer-owned dairy cooperative from the Pacific Northwest in the United States, scaled their business across the West in 2015 by winning over millennial food lovers.

Case Study

This case study demonstrates how Burger King, a fast food restaurant chain in New Zealand, convinced its customers that its burgers were grilled over flames by harnessing the nation's love for their BBQs.

Article

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

News

NEW YORK: Moms Demand Action for Gun Sense in America won the Grand Effie at the 2016 North American Effie Awards for "Groceries not guns", a campaign developed by agency Grey Canada.

Research Paper

This paper looks at how games can form an important part of survey methodology and contrasts their qualitative use with UX and design structures, in a study of the Indonesian finance sector.

Article

This event report outlines how Nissan, the carmaker, uses its sponsorship of the Heisman Trophy – college football's biggest honour – to engage consumers and drive sales.

News

MIAMI, FL: Agencies could gain major benefits from doubling down on their efforts to develop and retain talent, according to Wendy Clark, the President/CEO of DDB North America.

Article

This event report addresses how DDB North America, the agency network owned by Omnicom Group, is adapting to changing client needs.

Article

This Company Profile from Euromonitor provides key details and analysis of McDonald’s Corp. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market and food retailing market.