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Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This article relays research from the Futures Company on the profound value differences between voters on opposing sides of the referendum in the UK on membership of the European Union, and explores the implications for both politics and communications.

Case Study

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.

Case Study

This case study explains how Paddy power, the online bookmakers, partnered with Stonewall, the LGBT charity, to tackle homophobia in sport in the UK.

Case Study

This case study explains how Paddy Power, the bookmaker, partnered with a charity to tackle homophobia in UK football.

Article

Promotional activity is at record levels in many geographies and industries. In the FMCG sector, promotions have risen in most countries in the last three years.

Article

This paper provides an overview of the global sports clubs and promoters industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the global alcoholic beverages industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This report covers the public's view of advertising, showing that the public believes itself to be increasingly knowledgeable about marketing and advertising and is pragmatic and tolerant of the common strategies and tactics it uses.

Case Study

Buchanan Galleries is a shopping centre in Glasgow city centre. Good Creative were briefed to reposition the brand.

News

COPENHAGEN: Carlsberg is to use innovation and sophisticated consumer insight in a bid to establish a stronger footprint in Russia and Asia.

Case Study

This DM campaign for Foster's aimed to reduce the lager brand's reliance on discounting. It targeted 18-24 year old men living at home with their parents, with a relatively high disposable income.

Research Paper

Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour.

Case Study

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases.

Case Study

Featuring a novel over-ice serve, Magners was enthusiastically adopted by a new generation of drinkers over the hot World Cup summer of 2004.

Research Paper

Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour.

Article

This article describes three case studies of public health campaigns targeting unemployed and low-income consumers.

Case Study

To engage existing and potential drinkers of Strongbow cider and to build a database via viral activity, Strongbow developed 'BowTime' - a time to spend with friends over a pint of Strongbow.

Article

The Russian beer market is growing fast, with beer's share of the country's total alcohol consumption have increased 10% in just 18 months, and sales now totalling some $3.4 billion.

Article

This article discusses the challenges and opportunities facing Heineken, the world's fourth biggest brewer, following its purchase of its UK competitor Scottish & Newcastle (S&N).

Article

Economic growth and rising prosperity means that urban Russians are drinking more and drinking differently.

Article

This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows.

Case Study

John Smith’s is in its third year of sponsoring The Grand National. The objective was to: exploit John Smith’s Grand National sponsorship property, extending legitimate promotional period; provide support for John Smith’s Grand National in-store / POP activity; and raise customer awareness of John Smith’s and the link with The Grand National.

Article

This article discusses the paradox that while technology should in theory help marketers to communicate more effectively with customers and improve their service, customers feel more alienated.