Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Digital First, May 2017
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Digital First, March 2017
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.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 795-814
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.
Integrated Marketing Communications Council Europe, Silver, 2016
This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.
John Wolfe, ANA Magazine, August 2016, pp. 14-16
This article looks at the problem of attracting talent to the marketing profession, as the profession undergoes massive change; a situation that demands marketing practitioners clearly define its evolving role in American business.
Institute of Advertising Practitioners in Ireland, Bronze, ADFX Awards, 2016
This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).
Navin Williams and Muthuraman Kathiresan, ESOMAR, Asia Pacific, May 2016
This paper looks at the opportunities in the Chinese beer market for new brands as incomes grow, and at the proliferation of smartphones and other digital tools that will create better research in the alcoholic beverage category.