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Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

News

LONDON: The past year has seen a dramatic surge in the proportion of Britons watching Netflix, according to the latest IPA Touchpoints data, which reports that they are spending more time per day watching television/video than ever before.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Vodafone, a telecommunications brand, partnered with the National Chemical Laboratory (NCL) in Pune, India, to develop a sustainable solution to the residue and water left behind after the celebration of Ganesha.

Case Study

Paytm, India's leading digital wallet, used the disruptive demonetisation of two high-denomination bank notes as an opportunity to extend the digital payment system to undigitised members of the Indian economy.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

Savlon, the personal care brand, increased sales of its hand-wash product in India by making it easier to access and use.

Case Study

The Communications and Information Technology Commission of Saudi Arabia used a content-based approach to spread awareness of the online risks to children.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

News

LONDON: Amazon, the global retail and now media giant, has suspended the review function of its maiden US Open coverage, after the overwhelming majority of reviews were one-star complaints.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Case Study

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

News

NEW YORK: Viacom, the American media conglomerate, will open up three new content hubs in London, New York, and Buenos Aires, with a brief to extend the company’s short-form digital content output for three of the company’s brands: MTV, ...

Case Study

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Case Study

Ford, a car manufacturer, was able to disrupt the status quo by challenging the market leader as it took a new approach to marketing to truck buyers in Australia.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

News

LONDON: Most TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video on Demand (BVOD) and both media owners and advertisers need to understand the impact of this ...

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.