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Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Article

Core to any start-up or scale-up is a fast and frantic development roadmap, a meritocratic culture where the only thing that matters is what you can do, and a big vision that has already been sold to an investor, which needs to be quickly realised.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Cracker brand Ritz boosted sales with a retailer-specific Cinco de Mayo promotion supported by social media in the US.

News

NEW YORK: The Association of National Advertisers (ANA) is acquiring the Data & Marketing Association (DMA) to form the single largest trade association in the US that is focused on all aspects of marketing.

Article

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Case Study

BrewDog, a beer brand, launched its Bar on the Edge campaign to establish the brand's position in the US.

News

CHICAGO: Over half of major brands that use influencer marketing also leverage paid-for ads to maximise the impact of these partnerships, according to a study by the Association of National Advertisers (ANA).

Article

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Research Paper

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

News

CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

News

NEW YORK: The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA).

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Volvo, a Swedish automaker, capitalised on its reputation for safety by having car crash survivors act as sales agents at high traffic stands in shopping malls.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.