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Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This article looks at the developments in VR and AR since the launch of Oculus Rift in 2012 and examines what each can bring to the marketing mix.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Case Study

This case study shows how IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.

News

NEW YORK: Microsoft, the technology giant, is tapping a bespoke digital pre-testing tool which helps ensure its advertising on this channel engages consumers and improves over time.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Case Study

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

Case Study

This case study details how Mars Inc., a food and confectionary manufacturer, reversed the decline in sales of its Starburst sweet.

Case Study

This case study details how Microsoft, an electronics company, celebrated the launch of its Rise of the Tomb Raider game for its Xbox gaming platforms in the UK.

Article

This short article lists the books that influenced James Hudson, head of digital at Zenith.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Case Study

This case study describes how Domino's, a pizza delivery brand in the UK, shifted its communications focus from the product to its audience, to overcome its stalling growth.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study describes how Halo 5, a computer game, increased participation, provoked conversation and beat Halo 4 sales figures.

Case Study

This case study describes how Microsoft created buzz and generated preorder sales among the Halo community across all time zones, cultures, and languages before the release of Halo 5: Guardians, the latest game in the popular Halo franchise, on Xbox One.