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Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Case Study

Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.

Case Study

Xfinity/Comcast, a US cable communications company, turned its business around and achieved a level of growth not seen before in the company's 53-year history with its Language Choice campaign in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Case Study

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

Case Study

Honda, a car brand, launched the Honda 'NSX' Supercar by creating 1600 films for each and every owner in the US.

Case Study

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

Off The Street Club (OTSC), a non-profit children's organization, was able to increase funding in the US using an emotional campaign featuring real children.

Case Study

Dove, the personal hygiene brand, successfully developed a campaign that challenged women's perception of beauty throughout the UK.

Case Study

Cancer Research UK, a charity organisation, used real life cancer patients' stories to increase donations across the UK.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Article

This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.