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Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Case Study

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Case Study

Banking and financial services organisation HSBC found a way to cut through freshers' week noise and build an emotional connection with students in the UK.

Case Study

Modern States Education Alliance, a non-profit education alliance, launched its Freshman Year for Free program in the US by developing a social media and influencer engagement campaign.

Case Study

AXE, a men's grooming brand, used an earned-centric, social-by-design program to extend its Find Your Magic campaign in the US and improve its brand image by providing men with a recourse to confidently express themselves.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Article

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Gunn Report

Contains the creative for the 'Nature Adventure' campaign for Old Spice by the agency Wieden + Kennedy in the US.

Case Study

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.

Article

The Campbell Soup Co., the food company, has seen powerful results through crafting ads that are powered by Watson, IBM's artificial-intelligence (AI) platform.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

Opinion

Students don’t tend to like brands, but brands need to talk to them, but they are a complex group, described by just one term over a period of intense transition.

Case Study

Closeup, an oral hygiene brand, launched a campaign in Vietnam to upscale its brand attributes and increase its market share and brand conviction.

Case Study

Rexona, a deodorant brand, increased its brand awareness and engagement by creating a campaign that used an online game to reach its target audience.

Case Study

A Twitter activation to counter its competitor’s burger promotion helped fast food restaurant chain Burger King trend above McDonald’s on the latter’s birthday in South Africa.

Article

This article summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

Case Study

This case study describes how home appliances brand Samsung used an online film to boost sales of its Twin Cooling refrigerators in Saudi Arabia.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.