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Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

Article

Uses various data sources to reveal search advertising’s trajectory for 2018.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Case Study

Food brand Knorr used a digital campaign to show Taiwanese households that making Western dishes at home can be easy.

Article

Blockchain technology could help the marketing industry address many of the problems it is experiencing when it comes to consumer data.

Opinion

Rob Norman has been at the centre of the media world for over three decades. Now, as an adviser to his old firm WPP and a board member of others, he feels more involved with the industry than ever.

News

GLOBAL: Mobile and associated opportunities around voice and image are driving growth in search advertising according to a new WARC report.

Case Study

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

Case Study

Investec Click & Invest, an online investment management company, launched the Click & Investaurant campaign in the UK to increase brand awareness and preference.

Case Study

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Case Study

Abbott, a global healthcare company, used a multi-channel financially-focused communications campaign in the US to shape its financial narrative and ensure its investor base valued the company.

Case Study

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

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Case Study

Salesforce, a cloud computing company, used PR in the US to improve its brand image after critique from media.

Case Study

Save the Children, a non-governmental organisation, created a video series to raise awareness of serious events that threaten children worldwide, in order to promote its End of Childhood report.

Case Study

Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.

Case Study

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Case Study

Snickers, the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

News

SAN FRANCISCO: Fewer than half of American respondents to a Reuters/Ipsos survey trust Facebook to comply with privacy laws, a sign that the social network has much work to do to maintain trust.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.