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Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

This case study shows how Marigold, a yoghurt brand, successfully increased brand awareness among Singaporean women using a highly engaging social media campaign.

Case Study

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.

Case Study

This case study describes how fast-food giant McDonald's partnered with online live webcast platform Twitch, to launch its Dual Combo menu in Taiwan.

Case Study

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

BEIJING: Total media advertising expenditure in China is forecast to reach RMB 581bn (US$84.4bn) in 2017 with internet spending accounting for 57.2% of that, according to new figures from GroupM.

Case Study

This case study explains how Family Dollar, the discount chain, used video content published online to increase sales in the US.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This article looks at total UK adspend, which is expected to rise by 2.5% this year, following an increase of 3.7% in 2016 - adspend is forecast to reach £21.9bn in 2017, compared to £21.4bn the previous year.

Opinion

TV’s share of total UK advertising expenditure has held steady at 25% over the last decade, despite the rise of online advertising, and TV can still be regarded as the largest ad medium in the UK, according to the latest results from the AA/WARC Expenditure Report, released today.

News

NEW YORK: In a new paper in the Journal of Advertising Research (JAR), an international research team counsels marketers not to over-reach in their advertising and product placement efforts – or else risk causing what is known as "hedonic ...

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

Case Study

This case study describes how fast-food giant McDonald's partnered with Twitch, the biggest online game live webcast platform in Taiwan, to launch its Dual Combo menu.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.