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Gunn Report

Contains the creative for the 'Emergency Collectibles' campaign for Kobe Shimbun by the agency Dentsu in Japan.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

News

NEW YORK: Heritage brands face a constant question about whether to put their legacy at the heart of advertising messages, and new research in the Journal of Advertising Research (JAR) offers useful tips on this subject.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

Convenience store 7-Eleven increased top-of-mind awareness in Malaysia by leveraging the 2016 Euro Cup with a Facebook contest.

Case Study

New World, a supermarket chain, saw the end of plastic by introducing seedling kits to families across New Zealand, encouraging them to create their own 'Little Garden'.

Case Study

Car brand Toyota invited owners of its 4Runner model to participate in online encounters with nature to position the brand as the one true off-roading vehicle in the US.

Case Study

KFC South Africa, a fast food restaurant, launched the 'Golden Shakes' campaign in South Africa to help stop a year on year decline and promote its Streetwise lines.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

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.

Case Study

JetBlue, an airline company, launched a celebratory communications campaign to mark the retirement of an important baseball player in the US.

Case Study

IT'SUGAR, a candy brand, increased brand awareness during the Halloween period by launching an election-themed product and advertising campaign in the US.

Case Study

Shopkins, a toy brand owned by Moose Toys, used an influencer strategy focused on YouTube to increase sales in the US.

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.