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Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

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.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Opinion

Advertising is a talent business, but advertising and marketing isn’t the pull it once was, so, Gareth Kay argues, creative companies need to build more stimulating working environments to attract the most interesting people.

Opinion

When it comes to addressing the work-life balance, Malcolm White believes advertising should take a leaf out of William Morris’s book and find ways to make work more satisfying, instead of just encouraging people to work more flexibly.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Case Study

Alliance Data, a loyalty and marketing service provider, made the credit application process easier by producing ‘Frictionless Mobile Credit’, which allows consumers in the US to apply via a text message.

Article

To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Case Study

This case study details how Unilever Food Solutions, a food product provider, delivered online food safety training to chefs across Turkey.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.