Dan Whitehead, Admap, April 2017, pp. 22-23
This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.
David Ward, ANA Magazine, Fall 2014, pp. 43-54
This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.
Riju Srivastava, Gopa Kumar, Anadi Sah, Kartikeya Manan, Sudarshan Sudevan and Shamsuddin Jasani, WARC Prize for Asian Strategy, Entrant, 2011
The aim of this campaign was to position Philips, the electronics group, as a young and energetic brand relevant to today's Indian youth by driving a direct connection with the target group through engagement and product experience.
As the fastest-growing market in the ASEAN group of countries, Indonesia was identified in 2005 as being among the 'Next 11' world markets - those after the BRIC giants that had the most promising outlook for investment and future growth.
Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new, more meaningful point of difference.
Michael K. Mills, International Journal of Market Research, Vol. 51, No. 3, 2009, pp. 383-402
This paper uses the metaphor of jazz music-making to contribute to the growing literature concerning the need for a more holistic approach to research, and to suggest directions for research implementation.