Business & industrial

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Deloitte Digital enthuses about 'emotional' data

News • 05 November 2018

Deloitte Digital, the creative digital consultancy, is seeking to leverage “emotional datasets” that can help it develop stronger creative, and thus build deeper relationships and engagement with customers.

How Deloitte takes the terror out of data to tame information overload

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Deloitte Digital, the creative digital consultancy, has made significant progress in leveraging the data streams now on offer, but still believes there is work to be done in this area.

Capgemini: Voice assistants are bringing a new era of commerce

Article • Reed Karaim, Event Reports, Shop.org, September 2018

Capgemini, the consulting firm, anticipates a new era of “conversational commerce” will arise as voice assistants transform the nature of digital sales.

Business Coordinating Council (CCE): Initiative Fuerza Mexico

Case Study • SABRE Awards, Gold, LATAM, Associations, 2018

The Business Coordinating Council (CCE), a private sector in Mexico, launched an initiative to help the victims of earthquakes in Mexico, which gathered big businesses to donate and distribute aid.

APX: Energy Without Boundaries

Case Study • Direct Marketing Association - US, Gold, 2018

APX, a renewable energy exchange, increased global awareness of TIGRs by posting up-to-date ads on its digital media.

Shackleton: On Hold Music Band Live

Case Study • Direct Marketing Association - US, Bronze, 2018

Shackleton, an ad agency, did something different for Spanish and Chilean callers to the company at Christmas by playing live music for them during the otherwise mundane waiting time.

Publicis.Sapient: databloom

Case Study • Direct Marketing Association - US, Bronze, 2018

Publicis.Sapient, a consultancy company, cut through the noise of the conference to become the ‘must see’ of Money20/20.

AT&T Business: The Future of Commerce

Case Study • MMA Smarties, Bronze, North America, 2018

AT&T, a telecommunications company, was able to generate awareness of its B2B solutions via The Washington Post and drive deep engagement with its audience.

Adobe acquires marketing software firm Marketo

News • 24 September 2018

Adobe Systems last week announced that it is acquiring software maker Marketo for $4.75bn in a move widely seen as one that will strengthen its position in the fiercely competitive cloud computing and marketing tech sector.

LEOPALACE21: Man on the Curtain

Case Study • SABRE Awards, Gold, APAC, Word of Mouth, 2018

Leopalace21, an apartment management company, deterred criminal behaviour against women living alone in Tokyo by launching projectors that made it look as though they were at home with a man.

Omobono: Mind the Gap

Case Study • Helen Rankin, WARC Prize for MENA Strategy, Entrant, 2018

Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.

How Conduent is building its brand

News • 20 August 2018

CHICAGO: Conduent, a business-services brand that was born last year following a decision by Xerox to split in two, has made strong progress in driving core metrics like awareness, and plans to further these efforts with marketing.

Accenture is betting on computer vision in Asia

News • 14 August 2018

SHENZHEN/NEW YORK: Accenture, the global consultancy, has formed a strategic alliance with and has invested in the computer-vision start-up Malong Technologies, in a move that hints at the company’s China growth strategy and its belief in the ...

How an old-tech company mastered new technology to grow 14-fold

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation, May 2018

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

How Conduent built a major new brand at speed

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

Godrej Locks: When Jailbirds Sang

Case Study • SABRE Awards, South Asia, Platinum Finalist, 2018

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Godrej Group: Leveraging holistic PR measurement to raise the bar of Godrej's Corporate Reputation Management

Article • SABRE Awards, South Asia, Superior Achievement in Measurement & Evaluation, 2018

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

ANA acquires Data & Marketing Association

News • 04 June 2018

NEW YORK: The Association of National Advertisers (ANA) is acquiring the Data & Marketing Association (DMA) to form the single largest trade association in the US that is focused on all aspects of marketing.

Accenture Interactive edges into media buying

News • 24 May 2018

NEW YORK: Accenture Interactive is launching a Programmatic Services practice which will add the planning, buying and management of programmatic campaigns to its previous offer of advice on bringing programmatic buying in house.

The Institution of Engineering and Technology: #ISeeMore

Case Study • SABRE Awards, Gold Sabre Award For Associations, EMEA, 2018

The Institution of Engineering and Technology (IET), a charity and engineering institution, launched the #ISeeMore campaign in the UK to engage children as its target audience.

MAIA for ADT

Case Study • SABRE Awards, Gold Sabre Award For Consumer Marketing (Exisiting Product), EMEA, 2018

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Das Handwerk: Weg des Meisters - The Way of the Master

Case Study • AME Awards, Bronze, 2018

Das Handwerk, the German confederation of craftsmen, created a movement to encourage young people in Germany to pursue crafts as a career.

Neste and Ponsse: Finlandia by Forest Machines

Case Study • SABRE Awards, Gold Sabre Award For Energy and Natural Resources, EMEA, 2018

Neste, the world's leading supplier of renewable diesel, and Ponsse, a manufacturer of forestry vehicles, launched Finlandia by Forest Machines, a social campaign in Finland to celebrate the Finnish worker.

Getty Images taps psychographics

News • 17 May 2018

NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.

How psychographics helped Getty Images sharpen its focus

Article • Stephen Whiteside, Event Reports, CONSUMERxSCIENCE, March 2018

Getty Images, a provider of images and videos for the creative industries, tapped the power of psychographics in order to better understand consumers and content alike.

How to create a rewarding customer experience

Article • Colin Shaw, Admap Magazine, April 2018, pp. 16-19

Explains the emotions that drive and destroy values, how to evoke deliberate emotions in consumers and what this kind of approach means in the omnichannel experience.
Uber: Year With Uber

Case Study • MMA Smarties, Finalist, APAC, 2017

Uber, a cab-hailing app developed a personalised data-analysis campaign in order to increase brand loyalty and frequency of use with riders globally.
Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue

Research Paper • Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Digital First, October 2017

Surprisingly little empirical research has examined the effects of event marketing at the company level.
BASF: A New Age Market Strategy

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2017

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.
Lockheed Martin: Field Trip to Mars

Case Study • Effie Worldwide, Gold, North America Effies, 2017

This case study shows how Lockheed Martin, a space exploration brand, created the first group virtual reality experience with its 'Field Trip to Mars' campaign in the US.
Narellan Pools: Diving into big data for Narellan Pools

Case Study • Luke Brown, Institute of Practitioners in Advertising, Gold, Best Small Budget, IPA Effectiveness Awards, 2016

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.