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Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

News

LONDON: Adland is digesting the implications of the unexpected weekend resignation of Sir Martin Sorrell from his position as chief executive officer of WPP, with speculation that the world’s largest ad business could be broken up and that ...

Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Case Study

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

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Opinion

If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy .

Article

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

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.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

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.

Article

Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.

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

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

Gunn Report

Contains the creative for the 'SickKids vs' campaign for SickKids Foundation by the agency OMD in Canada.

News

LONDON: At a moment when Facebook is under scrutiny for its approach to privacy and advertising, Google has stated its intention to engage more proactively with all stakeholders and “act with urgency” to fix any problems and to ...

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.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

Presents an investigation into how, when and whether or not the TV industry will consider moving to buying and selling ads based on ratings for individual ads or spots.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.