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Article

This article provides marketers with information and guidance on generating earned media.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Article

Burger King, the quick-service restaurant chain, has achieved an outsized impact in its category by focusing on true marketing differentiation.

News

Wendy’s, the restaurant chain, has successfully leveraged the engagement potential of Twitter, the social messaging network, to serve as a “gamechanger” for its brand.

Article

Wendy’s, the quick-service restaurant (QSR) chain, has deployed Twitter, the social network, as a powerful tool for building consumer engagement.

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Case Study

Big Brothers Big Sisters of Tampa Bay, a brand that provides support to children facing adversity, launched a clickbait campaign in the US to get Big Brothers to sign up to its programme.

Case Study

The Orange Project, a global movement for suicide prevention, created the Notes of Hope campaign, which encouraged people all over the world to talk about suicide among adolescents.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

Article

Wendy’s, a fast-food restaurant chain, launched a PR and social media campaign that used a follower’s tweet to start a playful Twitter competition to beat the most retweeted Tweet ever, Ellen DeGeneres’ Oscars selfie.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Gunn Report

Contains the creative for the 'Her Story is Our Story: The Laws of Gilead' campaign for Hulu by the agency UM in the US.

Case Study

The Hoffman Agency, a public relations firm, demonstrated how storytelling applies to business communications by creating an informative microsite and the Periodic Table of Business Storytelling in the US.

News

NEW YORK: Jack In The Box, the restaurant chain, bases its adoption of new tools, platforms or marketing techniques in large part around whether it will help the challenger brand overcome a “Goliath”.

Case Study

Wendy's, an American fast-food chain, used PR to end the misconception that its beef was frozen.

Opinion

The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.

Article

Jack in the Box, the quick-service restaurant chain, is tapping into the power of challenger-brand thinking as it strives to stand out in a crowded category.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

Case Study

Coca-Cola, a soft drinks brand, launched its new 'Pop' cans in India by creating an interactive vending machine that allowed consumers to test the new product.

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 lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.