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Research Paper •
This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.
Research Paper •
This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.
Article •
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Article •
Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
Case Study •
Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.
Case Study •
Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.
Case Study •
Indian hair oil brand Nihar Shanti Amla grew equity, engagement and reach with an English language education programme.
Case Study •
The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.
Case Study •
Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.
Opinion •
In its latest study of the UK after the referendum, the strategic insight agency Flamingo went out to explore what the result meant for the country’s social fabric.
Gunn Report •
The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.
News •
LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.
Article •
Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.
Case Study •
Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
Case Study •
John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.
Case Study •
Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.
Case Study •
Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.
Case Study •
The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.
News •
JERSEY CITY, NJ: Scott McDonald, president/CEO of the Advertising Research Foundation (ARF) understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.
Article •
Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.
Case Study •
McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.
Case Study •
Cohn and Wolfe, a global communications and PR firm, launched its 5th Annual Authentic Brands study in the US on consumer perception of brand authenticity and its 2nd Annual Authentic 100 ranking.
Case Study •
Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
Article •
Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.
Article •
Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.