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Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

The Home Depot, the home-improvement retailer, has leveraged a wide range of digital marketing tools as it strives to engage and serve customers in increasingly powerful ways.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Case Study

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Case Study

Hackett, a British menswear retailer, created a personalised digital gentleman's club to collect customer details from in-store visitors across Europe.

Case Study

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Case Study

The Czech Table Tennis Association, produced an innovative rotating round table at an event in the Czech Olympic Park to show the public that table tennis is a fun, Olympic sport.

Case Study

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Case Study

Stanley Black & Decker, a manufacturer of industrial tools and household hardware, promoted its steam cleaners by showing consumers in Belgium that they could literally eat off the floor after using the product.

Case Study

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

Case Study

The first ever charity handball event live on TV raised the profile of Ford, the American automobile company, in the Czech Republic.

Case Study

Ferrero Rocher, a chocolate brand, created a pop-up dining experience to reignite consumers' love of Ferrero Rocher in the UK.

Case Study

The Salvation Army, an international charitable organisation, raised brand recognition and sales in the Czech Republic by creating a unique wrapping service using donated clothing.

Case Study

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Case Study

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

Case Study

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.