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Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Opinion

Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

News

MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

News

OREGON: Nike’s ad featuring Colin Kaepernick has been a talking point this past week, but the commercial effects are unclear, with one survey reporting brand metrics have dipped in the US, while another source says online sales have ...

Opinion

Retail is changing and so are the formats through which to influence purchase. On Device Research’s Alistair Hill talks through some of his firm’s findings in this area.

Case Study

Leading babycare brand, Johnson's Baby, used a social media strategy in the Kingdom of Saudi Arabia to increase brand love and encourage mums to be in the moment with their child.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Research Paper

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.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

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.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.