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Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Article

This article provides information and answers from Pinterest President Tim Kendall on questions about digital advertising and the digital consumer.

News

NEW YORK: Podcast advertising revenues in the US are forecast to reach more than $220m in 2017, a huge increase of 85% on the $119m recorded in 2016, a new study from the Interactive Advertising Bureau (IAB) has revealed.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Article

This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a local campaign in the US to promote LGBT rights at the NYC Pride Parade.

Case Study

This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.

Article

This article explains the importance of a standard metric for mobile marketing and ways in which marketers can best practice mobile metrics.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.