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Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

News

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

AuktYon, a Russian rock band, attracted new fans in Russia by releasing a mobile app before its album release that offered a unique album preview and concert dates.

Case Study

The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.

Article

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.

Case Study

Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

News

JERSEY CITY, NJ: Scott McDonald, president/CEO of the Advertising Research Foundation (ARF) understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.

Article

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Case Study

India's leading TV channel Colors was able to connect with and drive loyalty among its audience through an exclusive club that targeted women through a range of engaging activities.

Case Study

Glòries, a shopping mall, launched the Unexpected Opening campaign to celebrate its re-opening in Barcelona.

Gunn Report

Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

News

LONDON: There are numerous reasons why marketers might choose to use influencers, and while the idea of multivariate testing is probably not uppermost in their thoughts this can prove very effective.

Article

Looks at the lessons and insights from the world of political marketing, which can be useful for corporate brand managers.

Article

Marketers are rethinking whether celebrity influencers are such a good way of using social media; the micro-influencer, however, with an existing relationship to the brand can provide a more fruitful opportunity.

Case Study

Financial services company Visa dramatically increased its share of cross-border transactions in Thailand with a long-form branded video.

Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Gunn Report

The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

Gunn Report

Contains the creative for the 'Independence Day: Resurgence' campaign for US Army by the agency MRM//McCann in the US.

Article

Make-A-Wish International, the not-for-profit, successfully refreshed its brand in order to tackle widespread misconceptions about its mission and impact.

Opinion

Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.