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Case Study

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

The Interreligious Council in Bosnia & Herzegovina, an organisation focused on decreasing religious prejudice and promoting inter-religious dialogue, launched a book that mirrored 10 important topics of the Bible and the Quran to successfully raise awareness for religious tolerance and doctrine similarities.

Case Study

NETSCOUT, an application and network performance management products provider, increased sales by creating a campaign that quickly developed into a full-length documentary, screened across important US film festivals.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Research Paper

This conference note discusses a novel method of obtaining an implicit measure of how Brexit identity primed discriminatory behaviour.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

Blockchain technology could help the marketing industry address many of the problems it is experiencing when it comes to consumer data.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Case Study

Med-El, a cochlear implant company, launched Cutting Through the Silence, a global campaign to raise awareness of the impact of hearing loss and the benefits of treatment on World Hearing Day 2017.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Case Study

Edelman, a PR firm, formed OneOrlando Alliance, a non-profit for the LGBTQ+ community in Central Florida, to better address the needs of victims of the Pulse nightclub shooting and their families.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Case Study

Cineplex Entertainment, a cinema chain in Canada, used an emotional animated film shared online to increase sales.

Case Study

Snickers, the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Research Paper

Details how students from the University of Jujuy, an Argentine national university, created the uSound Intelligent Hearing System to help people with a hearing impairment in Argentina.

Research Paper

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Case Study

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

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

News

GLOBAL: Chinese consumers are more likely to use sharing economy platforms for holiday homes or car rentals than American or British consumers, according to a new survey, but in all three countries reducing risk has the potential to increase ...

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

News

HANGZHOU: Tmall Global, the Alibaba-owned online marketplace that specialises in cross-border e-commerce, has announced plans to open six new procurement centres around the world in a move expected to benefit overseas brands.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.