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Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Brand collaborations with artists should include focus on creative freedom, shared values and mutual respect.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Case Study

Pax World Investments, an investment firm, used PR to launch its Invest like a Feminist campaign in North America, raising awareness of gender equality and its sustainable business practices.

Article

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.

Article

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

Examines the use of emojis in marketing by looking at a study from mobile app engagement provider Appboy, and provides brands with tips on how to incorporate emojis seamlessly.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Case Study

Intel, a technology company, got involved in the conversation surrounding cybersecurity by launching a video campaign on World Password Day to show US millennials how to be safer online.

Case Study

The Chemours Company, an American chemical company, turned the periodic table into a musical video series to celebrate National Chemistry Week and inspire children, parents and teachers across America.

Case Study

Arby's, the restaurant chain, abandoned traditional messaging to target smaller, niche passion points – with a particular focus on gamers and gaming culture in the US.

Case Study

State, a general insurer and founding partner in Fly Buys (a national loyalty programme), created an online game that offered bonus points rewards to retain and increase customer engagement in New Zealand.

Case Study

Radio Flyer, the US toy company, created a fictional travel agency experience for kids to encourage their imagination and increase brand recognition.

Article

Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

News

GLOBAL: Consumers are more likely to support brands that use faces in their imagery because people have a fundamental need to form and sustain relationships, a recent academic study has found.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Case Study

This case study details how The Times, a national British newspaper, increased retention of subscriptions through targeted direct mail.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.