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Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

Opinion

The Art Institute of Chicago’s campaign, Van Gough’s Bedroom: Let Yourself In, was successful through its consistency of message, says Martin Broad, with the idea laced through each media touchpoint in a way that gave the artwork life.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

Case Study

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.