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Case Study

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Case Study

Schindler Elevator Corporation, a manufacturer of escalators and elevators, launched a social media listening program to help increase, and pursue, sales leads in the US.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Offers four tips for improving productivity within creative industries.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

The agency sector is not immune to the problems of bias, prejudice and discrimination that have rapidly come to a head in many industries, and should strive to tackle these issues in a comprehensive way.

Article

Delivery Hero, the company behind restaurant delivery brands such as Hungry House, drilled down into not only the consumer’s experience, but the drivers’ and restaurants’ in order to smooth the journey and ensure loyalty.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Examines the potential advantages and risks to using social media users to promote brands, both in the context of influencer marketing and user-generated content.

News

GLOBAL: With new European data protection regulation coming into force in May, internet giants will be forced to adapt.

Article

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

Kraft Heinz, the food group, has successfully tapped into the power of social media as a channel for customer care and engagement.

Article

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

Article

Focuses on how, in practical and objective terms, brands can become experts in what customers are most interested in, in order to provide a more seamless customer experience.

Article

Discusses companies that are changing the relationship with money in a mobile world and explains how Fintechs, open banking and mobile marketing have become part of this process.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, developed the Customer Voice program to shape the evolution of its customer strategy.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Article

Argues that the key to success in an AI-dominated future will be for brands to create a customer experience that is personalised, frictionless and faster than real time.

Case Study

The Society for Community Organisation (SoCO), a non-profit dedicated to improving living conditions, increased awareness of poor living conditions and persuaded the Hong Kong government to build more public housing with a stunt.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.