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Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Research Paper

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

Case Study

Mosquito repellent brand Good Knight used a multichannel strategy based around the dengue virus to change behavioural habits in India.

Case Study

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.

Case Study

Amazon, the online retailer, used an integrated campaign to challenge Indian culture and get people to shop online.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Case Study

TruTV, an American TV network, used its critics to its advantage by launching its March Madness campaign on social media.

Case Study

This case study explains how Manulife, a life and health insurance brand, introduced ManulifeMOVE in Hong Kong to inspire Gen Y to get healthier and become advocates for the brand.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Opinion

The world’s biggest advertisers are right to criticise the current system of digital advertising, says Nielsen’s Megan Clarken.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

News

LONDON: New research into the short-term advertising strength of YouTube and Facebook ads reveals that the industry standard of 50% pixels on-screen for two seconds has a high chance of the ad being missed and not influencing purchase.