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Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article presents five rules for effective out of home advertising (OOH), stressing that there is a need to balance digital and static sites to make sure ads are seen by enough people.

Case Study

This case study looks at how American Express, the financial service, has had success with its Small Business Saturday campaign in the US which has become a social movement for local, community businesses and is supported by the US President.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Case Study

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Case Study

This case study explains how car manufacturer Renault used headphones to launch a new SUV, the Kadjar, through mobile phones in Turkey.

Case Study

This case study describes how Domino's, a pizza delivery brand in the UK, shifted its communications focus from the product to its audience, to overcome its stalling growth.

Case Study

This case study shows how the UK Government increased voter registration by creating an emotional campaign targeted at expats who were considering returning home in the near future.

Case Study

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Case Study

This case study looks at how Small Luxury Hotels of the World, a brand that offers a selection of independent hotels to rival big chains, ran a campaign in the UK and Germany that adopted premium publishers to gain trust among the small target audience.

Case Study

This case study explains how Pedigree, the pet food brand, used a mobile app to help dog owners in New Zealand find their lost pets - and increased market share.

Article

This event report outlines how Procter & Gamble, the FMCG manufacturer, is adjusting its strategy to secure greater reach on Facebook.

Case Study

This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.

Case Study

This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Research Paper

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.