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News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

News

NEW YORK: Ecological causes are among the most common drivers of corporate social responsibility (CSR) programs, and consumer responses to these efforts are often rooted in hope or fear, according to a study published in the Journal of Advertising ...

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Article

Advertising agencies still have considerable progress to make when it comes to achieving gender equality in senior leadership, and with talent management for female employees throughout their ranks.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

News

NEW YORK: Advertising intensity is a powerful driver for the success of corporate social responsibility (CSR) initiatives, according to new research published in the Journal of Advertising Research (JAR).

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

News

NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.