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Research Paper • Marc O'Regan, Kalidas Ashok, Olga Maksimova and Oleg Reshetin, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 571-577
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider.
Case Study • European Association of Communications Agencies, Silver winner, Euro Effies, 2010
This campaign for ARARAT helped to differentiate the Armenian brandy brand from rivals by drawing on its cultural heritage, winning a silver award at the 2010 Euro Effies.
Research Paper • Elaine Karsaklian, ESOMAR, Youth Marketing, Copenhagen, 1997
The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia.
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Case Study • 19 June 2019
Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France. -
Article • 12 April 2019
Provides a better understanding of the initial signals on how Generation Z will be different to, or the same as, previous generations. -
Article • Anna Hamill
Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around. -
Article • 06 February 2019
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams. -
Case Study • Will Lion
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed. -
Article • Emily Goldhill
Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.