NEW YORK: Tobacco giants Altria and BAT are to spend millions of dollars over the next year on self-critical advertising on broadcast television networks and in leading newspapers as part of a legal settlement of a case brought almost 20 years ago.
Euromonitor Strategy Briefings, August 2017
This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.
Hugh Munro, The Communications Council, Silver, Australian Effie Awards, 2017
This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.
This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.
Jo Arden, Pete Buckley, Nick Hirst, Dr Nigel Shardlow, Matthew Walmsley, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2016
This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.
Ruben Huertas-Garcia, Laura Guitart-Tarrés and Ana Núñez-Carballosa, International Journal of Market Research, Vol. 58, No. 4, 2016, pp. 569-594
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.
Cannes Creative Lions, Creative Effectiveness Lions, 2016
This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.
This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.
"As far as I know," David Ogilvy said, "I’m the only creative genius who started his career in research." The ARF David Ogilvy Awards celebrate the extraordinary and creative use of research in powering effective advertising.
NEW YORK: Nestlé Lean Cuisine, the convenience meal brand, has won the Grand Ogilvy at the 2016 ARF David Ogilvy Awards for a campaign that used social media and video to connect with American women and reverse years of declining sales.