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Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Case Study

Thai Dog House and Soi Dog Foundation, the biggest dog shelter in Thailand, increased dog adoptions by 130% with an unusual pet matching website.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Case Study

The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

The Illinois Council Against Handgun Violence (ICHV), an organisation to prevent devastation by firearms, introduced the Teddy Gun to show how the manufacture of teddy bears has more regulations than the manufacture of guns in the US.

Case Study

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

News

GLOBAL: Facebook’s ongoing problems around data and privacy have added another complication for social marketers adjusting to the platform’s recent moves to shift the balance of users’ news feed posts away from advertisers and ...

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

News

LONDON: Advertisers in the UK are ramping up the pressure on Facebook over the data breach controversy currently engulfing the company, with reports they may pull their budgets if it fails to provide assurances about the security of users’ ...

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

BOSTON: False news spreads far faster and wider on Twitter than the truth, according to a new academic study, which also suggests that people, not bots, are the prime culprits when it comes to the proliferation of misinformation.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Case Study

Homeward Bound, a project to advance the role of women in science, developed a global brand identity by redefining gender symbols to create a unique symbol and slogan, 'Mother Nature Needs Her Daughters'.

Case Study

One Feeds Two, a British charity, designed a simple smile logo to stand out on partners' packaging and raise awareness of its cause in the UK.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.