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News

LONDON: Radio may be an audio medium but Global is successfully using video to increase both reach and revenue opportunities.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

News

CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.

Opinion

The Art Institute of Chicago’s campaign, Van Gough’s Bedroom: Let Yourself In, was successful through its consistency of message, says Martin Broad, with the idea laced through each media touchpoint in a way that gave the artwork life.

News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

News

LONDON: Lebanese news TV station, Murr Television, has won the Grand Prix in WARC’s inaugural prize for Middle Eastern and North African strategy thanks to a campaign from TBWA/RAAD that helped to fix the country’s life-endangering ...

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

News

SYDNEY: Paypal, the online payments system, believes that consumer trust allied to brand ethics is crucial to emotional engagement.

News

NEW YORK: Sir Martin Sorrell, CEO of holding group WPP, has revealed the company intends to double its spend on Snapchat, despite saying the platform is “a flea on the elephant’s backside”.

News

LIVERPOOL: Liverpool FC will sport Western Union, the global money transfer company, on its players’ shirt sleeves for the first time, as the financial services company plots its move to digital via corporate customers.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

News

ARMONK, NY: Six in ten CMOs and sales leaders believe their industries will be disrupted by cognitive computing and nine in ten agree it is important for their organisation’s future but many are – unnecessarily, according to a new study ...

Case Study

This case study by Polaris, a US nonprofit, non-governmental organization to combat human trafficking, focuses on a device used by doctors during routine ear exams to rescue victims.

Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.