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Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

News

LONDON: There are four distinct types of family in the UK whose purchase decisions and spending habits are influenced more by attitude than traditional demographic or financial models, according to new research.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Article

This short report summarises the results for Australia & New Zealand from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Case Study

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Article

This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.

Case Study

This case study describes how St George, an Australian bank, convinced millennials to open a transaction account with it.

Article

This event report outlines how REI, the outdoor goods retailer, has boosted its brand by turning its underlying brand beliefs into concrete marketing programs.

Case Study

This case study describes how credit-card company MasterCard used interactive technology to help customers in the United Arab Emirates to donate food to refugee camps.

Case Study

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

Case Study

This case study shows how NTUC Income, one of Singapore's largest insurers, created a Tinder-style digital tool to engage customers - in a category with a tendency towards low consumer engagement.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Case Study

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

This case study sets out how SEAS-NVE, a Danish energy company, explained the composition of its energy bills to improve customer satisfaction.

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.