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Research papers
1 eureka moment, 2 famous ads, 3 reaps the rewards
How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition...
Catalogue: Congress 2015: Revelations
Authors: John Kearon, Tom Malleschitz
October 1, 2015
Research papers
Reel happiness
Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend.The cinema advertising industry is data rich, with access to lots...
Catalogue: Congress 2015: Revelations
Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight
October 1, 2015
Research papers
The bilingual brain
Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging...
Catalogue: Latin America 2015: Carnival of Insights
Authors: Manuel Garcia, Roberto Ruiz, Esther Franklin
Company: Nielsen
June 15, 2015
Videos
The bilingual brain
Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging...
Catalogue: Latin America 2015: Carnival of Insights
Authors: Manuel Garcia, Robert Ruiz, Esther Franklin
Company: Nielsen
June 15, 2015
Videos
The data party has just begun (Spanish)
Despite the large efforts done by today's companies, keeping customersâ information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.?The effort required to...
Catalogue: Latin America 2015: Carnival of Insights
Authors: Natalia Gitelman, Enric Cid, Cecilia Mastrini
Companies: DatosClaros - Octubre Research SA, Netquest
June 15, 2015
Research papers
Conceptual closure
Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the...
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Richard B. Silberstein, Geoffrey Nield, Shaun Seixas
June 15, 2015
Videos
1 eureka moment, 2 famous ads, 3 reaps the rewards
How 3 did it: If brands come readily to mind Then profit wonât be far behind All round the world, the ruleâs the same Your only objectiveâAIM FOR FAME When your brand needs that fame ignition You canât rely upon cognition Replace...
Catalogue: Congress 2015: Revelations
Authors: Tom Malleschitz, John Kearon
June 15, 2015
Research papers
