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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.

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.

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.

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.

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.