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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Case Study

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Case Study

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.

News

NEW DELHI: Celebrities who appear in misleading ads could be banned from the lucrative endorsement business, under new rules being put forward by the Indian government.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Case Study

This case study shows how MasterCard, a financial services company, developed a data analysis system that has reshaped the brand's view on social media, using their India's Independence Day campaign as an example of this process.

Case Study

This case study shows how Kellogg's, a food brand, managed to quickly respond to social media trends and increase user engagement in India, using an Adaptive Planning Approach.

Case Study

This case study shows how The Guardian, a newspaper brand, launched a bold campaign claiming ownership of the weekend to directly engage with its loyal readers.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Case Study

This case study shows how Eden, a cheese brand, increased its sales by providing an alternative to a much-loved Christmas classic in the Philippines, without alienating its audience.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Case Study

This case study describes how Cornetto, a leader in ice cream cones within China, created the first ever 'digital led, mobile first' campaign by integrating online and offline all through a teenager's mobile phone.