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Case Study

Addict'Aide, an addiction-focused digital information platform, launched a fake Instagram profile that, over time, surprised its French followers with the growing alcohol addiction of its profile owner.

Case Study

State Farm, an insurance brand, increased brand awareness by launching a CSR multi-channelled campaign that helped US consumers to contribute to social causes through a brand-led volunteering digital directory.

News

MILAN: Digital advertising expenditure in Europe has doubled over the past five years, according to new data from IAB Europe, whose CEO has warned that the industry is at a crossroads.

News

SAN SEBASTIAN: Looking at individual restaurants as a local business was an “aha” moment for Pizza Hut India, according to its chief marketing officer.

Article

Explains the key factors for any successful data-led creative execution and why data alone cannot drive outcomes.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Opinion

Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

Article

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Article

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.

Research Paper

Presents a new approach to overcome the user identification problem, based on data from Spain, by separating individuals' navigation by means of an algorithm that just looks at the data.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Case Study

Madhouse Inc created an online platform that gathered over 120 brands and 12 hero apps under the same campaign, to prove that smartphones can be a relationship building tool during the Chinese New Year.

Case Study

info4Africa, an organisation that collects data for health, wellbeing and development in South Africa, launched a campaign to effectively share its information with those who need it most.

Case Study

Dunlop Tyres SA, a tyre manufacturer, launched and ran Google My Business for the Dunlop Zone network in order to increase awareness and improve its location-based search in South Africa.

Article

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

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

News

AMSTERDAM: Online advertising expenditure in Europe topped €40bn in 2016, with central and eastern European (CEE) markets contributing more to growth than ever before, according to new data.

Article

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Article

This event report details how Macy’s, the department store chain, is using its mobile app as a tool to drive multiple forms of consumer engagement.

News

NEW YORK: The legal cannabis market in the US and Canada was worth some $6.7bn in 2016 and growing rapidly with associated marketing spend following a similar trajectory.

News

MELBOURNE: Digital investment is continuing to soar in Australia, with online adspend now approaching half of total advertising expenditure in the country as FMCG brands invest heavily in digital video.