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Article

The decade-long partnership between Australian grocery chain Coles and MasterChef is a standard setter for brand integration within a television setting.

Case Study

Clear Shampoo launched its Real-Time Multi-Screen Sports Sync campaign in the Philippines for its hero variant, Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.

News

There is renewed pressure on the alcohol advertising industry as a study finds alcohol ads encourage young Australians to engage in risky drinking.

Case Study

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Global strategies, campaign updates and trends in newspapers.

News

The Adaptive Data Lighthouse, a campaign by Mindshare for Lifebuoy, the Hindustan Unilever-owned soap, has won the Grand Prix in the Best Use of Data category in the 2018 WARC Media Awards.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Mastercard, the payments company, has taken the bold decision to remove its name from its official brand logo.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the TV industry.

News

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

News

Chris Evans, the British celebrity radio DJ, will present his final show for BBC Radio 2 on Christmas Eve before moving to Virgin Radio, where a pioneering deal with Sky means the commercial station will broadcast his new show completely free of ...

News

Sponsored content on Instagram user feeds was once seen by many as “selling out”, but now it’s considered cool and a sign of success.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

News

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

News

Chinese smartphone maker OPPO follows a “simple and focused” strategy when it comes to marketing and advertising in India, according to its local brand director – but this approach has entailed significant investment which has yet ...

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.