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News

NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

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.

News

NEW YORK: Co-viewing is as popular with people watching OTT programming as it is with linear TV and more than half engaged in this activity frequently discuss brands and products they see on screen, new research has established.

Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

Opinion

Ben Shaw, Head of BBH Live, and Jack Colchester, Senior Data Strategist, from the team at BBH London that created the Grand Prix-winning KFC Dirty Louisiana campaign in this year’s WARC Awards / Effective Social Strategy, highlight the difference between an impression and a lasting impression.

Article

Research by e3 has identified a gap between what football fans want from sports media and what they’re actually getting from traditional brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

McDonald's, the fast food chain, found a niche 'hunger' to serve in Taiwan by targeting live webcast viewers when it launched a new menu.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Case Study

UBISOFT, a gaming brand, reinvented the ‘Just Dance’ game in Europe by producing a campaign that reminded gamers of the social power of dance.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

News

WASHINGTON DC: Illicit websites run by online pirates raked in an estimated $111m from digital advertisers in the US last year, but the problem could have been far worse if the industry had not put effective quality control measures in place.

News

LOS ANGELES: Snapchat, the image-messaging app which is estimated to have 173m active users, is launching an initiative to encourage startups to grow their business by advertising on the platform.