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Article

Artificial intelligence (AI) is helping bottlers for the Coca-Cola Co., the beverage company, gain a clearer view of emerging customer trends.

Case Study

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Research Paper

The MS Society commissioned research to inform a media campaign aimed at convincing the UK government to change various aspects of Personal Independence Payment (PIP).

Research Paper

Intel, a technology company, and Ipsos, a global market research firm, set up a pilot in the US to build an ongoing framework for instant insights that can aid different stakeholders in exploring rapid activation with micro-targets.

Case Study

Coverage Coalition, a grassroots collective of creative and media thinkers, united to get the word out about the Affordable Care Act (ACA), a healthcare reform intending to offer low-cost options to Americans.

Case Study

RCI Banque, an automotive financing and insurance company, increased customer registrations in Brazil by sending personalised video manuals to drivers the day after their new car purchase.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Article

Airbnb, the online hospitality company, leveraged Twitter to insert itself into the Academy Awards, despite being locked out of the event as an official advertiser.

News

BOSTON: Food marketers can learn some useful lessons from Doctor Fork, a fake pizza brand created by Google to explore areas of advertising that real brands tend to avoid.

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

Case Study

OYO, a hospitality company, campaigned against the high Goods & Services Tax rates and fought the corner for low budget hotels in India who could not fight back themselves.

Case Study

Med-El, a cochlear implant company, launched Cutting Through the Silence, a global campaign to raise awareness of the impact of hearing loss and the benefits of treatment on World Hearing Day 2017.

Case Study

Ford, a car manufacturer, launched Women in the Driving Seat, a campaign in the Middle East to celebrate Saudi Arabia's decision to allow women to legally drive.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Case Study

The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

Opinion

Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.

Article

Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Case Study

Mastercard, the payments brand, improved its brand metrics in Japan by encouraging people to prioritise spending time with their families.

Case Study

Clear Shampoo, an anti-dandruff shampoo brand, launched a campaign in Vietnam to increase consumption and market share of its new product, Clear Herbal.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This article examines the constants that won’t change in marketing and society in the future.

Case Study

Land Rover, a car brand, launched an AR mobile campaign for the release of the Range Rover Velar vehicle in the US, in partnership with Blippar, an AR creative tech company.