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Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

News

LONDON: The City of  London and the financial markets are facing some of the same pressures from technological innovation as advertising, with both pushed towards prioritising short-term metrics, but the need for long-term brand growth is ...

Article

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

Case Study

Putting customer experience at the heart of the creative vision paid dividends for Dubai Airports.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

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

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

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.

Case Study

Adobe, a computer software company, launched Adobe Stock, a new service within the stock photo market, by printing cliché stock images onto clothing and reasons to use Adobe stock onto the washing labels accross EMEA.

News

SYDNEY: Four in ten senior marketers in Australia and New Zealand feel they aren’t getting enough support at board level, according to a survey which argues they need to do a better job internally of selling their role in engaging consumers.

Case Study

LIXIL SATO, a sanitation company based in Japan, used a report and a PR strategy to boost its position as a thought leader on sanitation across Africa and Asia.

Case Study

Technology company IBM applied its artificial intelligence programme ‘Watson’ to the problem of skin cancer in Australia in order to build relevancy.

Case Study

Logistics company UPS used PR to reposition the brand as a partner to help solve business problems in order to grow its business in Asia.

Case Study

Microsoft, the technology company, positioned itself as a business advisor by explaining how technology was affecting businesses in an integrated campaign across Asia.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Case Study

Western Union, a leader in global payment services with over 160 years of history and over two decades in India, became known as a digitally-focused company that aimed to 'Move Money For Better'.

Case Study

Beverage and brewing company AB InBev avoided closure of its factories in India and saved 200 jobs by introducing a successful employee communications programme.

Case Study

Singapore's Changi Airport raised awareness about its duty-free shopping offer by inviting two influential vloggers to record their visit to the airport.

Case Study

Data services company NetApp broadened its potential customer pool in India by using creative storytelling.