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Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Opinion

When Steve Jobs introduced the iPhone 10 years ago, no one fully anticipated the societal transformation that would take place in the decade that followed.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Opinion

Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Research Paper

This paper describes a research project for Unilever's Comfort fabric softener brand that combined the analysis of big data and qualitative research to provide actionable consumer insights.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Case Study

This case study describes how 7-Eleven Malaysia, a leading Slurpee retailer, ran a 2-day event, BYO Cup Day, that increased sales and awareness through a social campaign that amplified the impact of the on-ground event.

Research Paper

This paper describes how Simplot, an Australian food manufacturer, combined virtual reality (VR) with ethnography to inform product development and communications.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.

Article

This event report outlines five common mistakes brands make that make them irrelevant and suggests strategies for ensuring brands can achieve enduring success.

Article

This report details a study by the IAB and GfK to track consumer attitudes, awareness and usage of Original Digital Video (ODV), defined as original, professionally produced digital video content.

Research Paper

This article argues that online research offers the best way to democratise consumer understanding, making consumer research (CR) methodologies available to companies of all sizes.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

Article

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

Article

This article, third in a three part series that explains how understanding decision-making can be applied to the digital world, focusses on two potential impacts of the devices people use to access the internet.

Article

This report draws lessons from analysis of new product launches in Asia to help businesses improve their innovation processes.

Case Study

This case study describes how Samsung NZ built up demand for its Galaxy S4 smart phone in New Zealand by generating hype before the launch using an online queue as opposed to the physical queue typically seen for Apple's new products.

News

NEW YORK: Texting remains the most popular communications method among US teens and many are now turning to Jott, a messaging app that does not require a data plan or wifi connection to operate.

Article

This article argues that big data does not inspire creativity, but it could contribute to a creativity renaissance by making it easier to collaborate and practice using judgement.

Article

This event report considers how new technologies such as wearables and beacons may affect the world of marketing.

Opinion

What follows is an excerpt (and slight expansion) from a section of a talk I gave at the inaugral Google 'Firestarters' event in Melbourne last week.