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Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Article

Provides an overview of the past, current and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

News

CAPE TOWN: Facing the worst drought in a century, Cape Town has developed an innovative campaign with popular music artists to encourage people to spend less time in the shower by compressing some of the country’s favourite songs.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

News

MANILA: There is a mood of uncertainty in the Philippines this year as the political climate, changes in taxation and slow infrastructure development challenge Filipino consumers.

Article

The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.

Article

The Philippines is set for an uncertain year as ongoing political upheaval continues to affect consumers, despite growth in technology uptake and social media use.

Article

This article explains how brands can best connect with Thailand's aging consumers, including consumer trends and social media habits (LINE).

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

News

LONDON: Public Health England, the government body, has trained its focus on snacks, with financial offers designed to woo parents into buying their children healthier snacks, as reports compare the tactics of snack brands to those of Big Tobacco.

News

JAKARTA: Global brands seeking to capitalize on their international status in Asian markets are fast finding the days of “easy money” are over as consumers in emerging markets turn to local brands.

Article

The book, How Public Service Advertising Works, highlights that advertising has a purpose beyond selling and has many lessons for commercial advertisers.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

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.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, created a quit smoking Messenger bot to help smokers stay on track to quitting during Stoptober.