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Article

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

News

The combination of data and technology is crucial to the development of smart cities – one of Admap’s Drivers of Change in 2019 – but their past will dictate much of how that plays out and influence how marketers approach their ...

Article

Details the emergence of megacities – clusters of cities and suburban areas that contain enormous populations – and what marketers need to do to target them.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Case Study

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Case Study

Translink, Northern Ireland's (NI) public transport provider, reversed the decline in passenger journeys by launching 24 distinct promotions across Northern Ireland.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

News

SAN FRANCISCO: Seven in ten consumers around the world would consider changing a service provider because of a disconnected experience, according to a new study which also suggests consumers are open to the idea of banking with the tech giants.

Article

Jack in the Box, the quick-service restaurant chain, is moving into the world of eSports to engage consumers in new ways.

News

NEW YORK: A new paper in the Journal of Advertising Research (JAR) suggests that online ads can help brands convey a sense of “warmth”, while traditional media can encourage perceptions of “competence”.

Article

Reveals new insights into how communications are working in context with data gathered from participants using mobile phones to relate their brand experiences in real time.

Case Study

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Article

Looks at the lessons and insights from the world of political marketing, which can be useful for corporate brand managers.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

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

Article

In Japan, consciousness around spending and residual fears of corruption mean consumers are hesitant to move away from physical cash – but that is slowly changing.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

Focuses on how, in practical and objective terms, brands can become experts in what customers are most interested in, in order to provide a more seamless customer experience.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Opinion

We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.

Article

This Company Profile from Euromonitor provides key details and analysis of Hyatt Hotels, the owner of brands such as Hyatt, Hyatt Regency, and Andaz.