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Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

News

BANGKOK/SINGAPORE: Thailand and Indonesia lead across six Southeast Asian markets when it comes to e-commerce growth, according to a study of online searches conducted on the Priceza price comparison platform.

Research Paper

This paper explores the digital commerce in the two largest economies on earth: the US and China, describing where they differ in attitudes, notably with regard to online security.

Case Study

This case study shows how McVitie's, a snack food brand, devised a Masterbrand campaign to unify its portfolio of products and increase sales in the UK.

Case Study

This case study describes how Lego, a Danish toymaker, promoted its products in Singapore by challenging the attitudes of local people to the brand.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study demonstrates how McDonald's, the quick service restaurant chain, revived the Big Mac in Hong Kong by revisiting the heritage of the iconic burger.

Case Study

This case study shows how McDonald's, a fast food chain, turned its staple tie-in toy marketing around, with a brand building and emotion-led campaign that also increased its sales in Hong Kong.

Case Study

This case study explains how New World, a grocery chain in New Zealand, promoted mini versions of its products for children - 'collectibles' - as a play opportunity to increase sales.

Case Study

This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.

Article

This article presents the views of five industry experts on the future of augmented reality, following the success of the mobile game Pokémon GO, and recommendations for brands looking to enter this field.

Article

This event report addresses Coca-Cola's attempts to experiment with product personalisation, an area which poses challenges as well as opportunities for brands.

Case Study

This case study describes how Ardbeg Whisky became the first distillery in space, raised brand awareness, and became the fastest growing malt in its sector in the UK.

Case Study

This case study details how McVitie's, the biscuit brand, united its portfolio of individual products in the UK under a unified master brand.

Case Study

This case study describes how Benjamin Moore, a premium paint brand in the US, launched a paint range to make the most of the brand's sponsorship of the Red Sox baseball team.

Case Study

This case study describes how Sealord, a seafood brand, boosted sales on a limited budget.

Case Study

This case study explains how banana company Chiquita used its partnership with Universal Pictures, the movie company, to differentiate its brand with 'Minions' themed content.

Case Study

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

Case Study

This case study describes how Google connected with the public by utilising its unique data resources to capture stories amongst the continuously shifting noise around the World Cup.

Case Study

This case study demonstrates how unique design allowed boutique English perfume house Penhaligon's to achieve a sales increase of 23%.

Case Study

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.