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Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Opinion

With one judgement the US Supreme Court has transformed the global sports sponsorship market. Misha Sher, Worldwide Vice President, Sport & Entertainment at MediaCom, explains.

Case Study

Association of Mutual Funds in India, an industry standards organisation, encouraged Indian consumers to consider mutual funds as an investment by launching a multi-lingual multimedia campaign.

Case Study

Volkswagen, an automotive brand, promoted its trailer assist with an emotional and comedic piece of video content that would win back brand love in Germany.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Article

Global strategies, campaign updates and trends in the mass-market auto category.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

Case Study

Arby's, the restaurant chain, abandoned traditional messaging to target smaller, niche passion points – with a particular focus on gamers and gaming culture in the US.

Case Study

German carmaker Volkswagen used a vibrating mobile ad to engage consumers in Brazil.

Case Study

Akbank, a Turkish bank, used clickable Facebook ads to get more of its customers to apply for a personal loan in Turkey.

Case Study

CNA, a South African department store, used Mobiclick's location-based technology to increase sales and in-store customers for its June Holidays campaign.

Case Study

Meliá, the leading hotel company in Spain, launched a digital program to increase sales growth in direct channels.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.