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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.

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.

Case Study

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

News

MUMBAI: A range of broadcasters are expected to bid for the media rights to the India Premier League – the tender process opens today – as competition heats up in the sports viewing category.

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

Case Study

This case study explains how Pure Michigan, a state travel company, generated 27 million visitor trips and rebuilt the state's economy, reputation and pride among consumers in the US and Canada.

Case Study

This case study shows how IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

This case study explains how IBM, a technology brand, transformed the clichés of cloud computing with its 'Cloudscape' campaign which ran in the US.

News

GUANGZHOU: China's sports boom embraces everything from running to tennis, with entrepreneurs both large and small, local and foreign exploring ways to cash in.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Article

This short article lists the books that influenced Mark Roy, founder and chairman at REaD Group.

Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Case Study

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.