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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.

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

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

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.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Article

This article looks at how marketers can prepare for the introduction of the General Data Protection Regulation (GDPR), a European piece of legislation that will come into effect in 2018.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Case Study

Avianca, the South American airline, successfully managed its PR crisis by developing a client-centric strategy to mitigate brand damage in Colombia.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Case Study

Hong Kong sofa manufacturer Man Wah protected its reputation from a potential short-selling scandal with a crisis PR strategy.