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Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

News

BOCA RATON, FA: Procter & Gamble (P&G) intends to cut its advertising agency and production costs by a further $400m by the end of its fiscal year on June 30, 2021.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

News

VENTURA, CA: Patagonia, the outdoor clothing retailer, intends to take legal action to block US President Donald Trump’s decision to reduce the size of national monuments in Utah and Nevada by up to 85%, a stance that may endear it to some ...

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Case Study

Notwithstanding lack of client data, media company Xaxis collaborated with charity GlobalGiving to raise funds for the Girl Fund.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Case Study

If, a Swiss property and casualty insurance company, used targeted communications to improve customer loyalty by providing seasonal content to prevent accidents.

Article

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

Case Study

This case study shows how the Nestlé Baby Club program, an infant formula brand loyalty program, successfully recruited new members in Singapore using a humorous campaign that appealed to both soon-to-be mothers and fathers.

Opinion

Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.

Article

This short report summarises the results for Asia from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.