-
When Upbeat Commercials Backfire
Sales & Marketing Digital ArticleMarketers, take note. -
Ad Spending: Maintaining Market Share
Sales & Marketing Magazine ArticleAccuracy in manufacturers' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand's market share compared... -
When People Pay Attention to Video Ads and Why
Sales & Marketing Digital ArticleContext is key. -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
The Future of Marketing, as Seen at Cannes Lions
Sales & Marketing Digital ArticleMomentum is with brands, not agencies. -
And Now, a Word from Our Sponsor (HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Is Social Media Actually Helping Your Company's Bottom Line?
Sales & Marketing Digital ArticleYou have millions of Twitter followers. So what? -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
Mismanagement of Advertising
Sales & Marketing Magazine ArticleMost U.S. companies spend as much on advertising as they earn from their brand, and what do they get for it? Not nearly enough. Ineffective tests and... -
Why Every Ad Today Feels Political (Even If It Isn't)
Sales & Marketing Digital ArticleYou can't please everyone. -
Comparing the ROI of Content Marketing and Native Advertising
Sales & Marketing Digital ArticleWhich one should you invest in? -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Get More from Your Event Spending
Sales & Marketing Digital ArticleThe technology and tools that will help. -
Are Your Ads Funding Disinformation?
Sales & Marketing Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here's how companies can protect themselves. -
How to Craft an Agile Marketing Campaign
Sales & Marketing Digital ArticleStart with an outline. -
Double Jeopardy of Sales Promotions
Sales & Marketing Magazine ArticleMany U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions... -
Where Is Advertising Going? Into 'Stitials
Sales & Marketing Magazine ArticleIt's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive... -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Sales & Marketing Digital ArticleIf you're not careful, you'll end up "acquiring" existing customers. -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Leadership & Managing People Digital ArticleKevin Roberts just lost his job over opinions many managers share.
-
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
MathSoft, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next... -
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study11.95View Details This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize... -
The Green Alliance
Innovation & Entrepreneurship Case Study11.95View Details Sarah Brown, co-owner and manager of the Green Alliance (GA), a for-profit company developed to foster and promote corporate sustainability was concerned... -
Promontory, Inc.
Innovation & Entrepreneurship Case Study8.95View Details Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago... -
GroupM India: The Human Dimension of Digital Transformation (B)
Organizational Development Case Study5.00View Details Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A - product,... -
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Charlotte Beers at Ogilvy & Mather Worldwide (B)
Leadership & Managing People Case Study5.00View Details Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. -
British Airways: "Go for It, America!" Promotion (B)
Sales & Marketing Case Study5.00View Details Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Rossin Greenberg Seronick & Hill, Inc. (A)
Sales & Marketing Case Study11.95View Details Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid... -
Amelia Rogers at Tassani Communications (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
Nanxi Liu: Finding the Keys to Sales Success at Enplug
Innovation & Entrepreneurship Case Study11.95View Details In 2012, Nanxi Liu and her four co-founders launched Enplug, a digital signage company that specialized in providing businesses with customizable, interactive... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Framedia (A)
Finance & Accounting Case Study11.95View Details Examines an acquisition in the highly competitive new media advertising industry in China in late 2005. The transaction leads to eventual consolidation... -
Daktronics (A): The Digital Signage Industry in 2010
Strategy & Execution Case Study8.95View Details This Industry Note examines the state of the digital signage industry in 2010. The industry came into being to meet the emerging commercial and communications... -
Pepsi-Lipton Brisk
Sales & Marketing Case Study11.95View Details This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and... -
Howard Koh and Public Health Campaigns for Tobacco Control and Organ Donation
Innovation & Entrepreneurship Case Study11.95View Details Years before Harvard University Professor Howard Koh was appointed by President Barack Obama as the 14th U.S. Assistant Secretary for Health (2009-2014)... -
WPP Group and Its Acquisitions
Finance & Accounting Case Study11.95View Details WPP Group acquired J. Walter Thompson and Ogilvy & Mather, paying high premiums in relation to earnings. In each acquisition the goodwill acquired was... -
Kobe Influencer Marketing: Building Brand Awareness via Social Media
Sales & Marketing Case Study11.95View Details In July 2019, Evangeline Leong, co-founder and CEO of Kobe (a Singapore based start-up providing Influencer Marketing services) had a challenging task...
-
If You Love Something, Let It Go Mobile: Mobile Marketing And Mobile Social Media 4x4
Technology & Operations Digital ArticleSocial media applications-including collaborative projects, micro-blogs/blogs, content communities, social networking sites, and virtual worlds-have become... -
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
MathSoft, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next... -
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study11.95View Details This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize... -
The Green Alliance
Innovation & Entrepreneurship Case Study11.95View Details Sarah Brown, co-owner and manager of the Green Alliance (GA), a for-profit company developed to foster and promote corporate sustainability was concerned... -
Promontory, Inc.
Innovation & Entrepreneurship Case Study8.95View Details Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago... -
GroupM India: The Human Dimension of Digital Transformation (B)
Organizational Development Case Study5.00View Details Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A - product,... -
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Charlotte Beers at Ogilvy & Mather Worldwide (B)
Leadership & Managing People Case Study5.00View Details Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. -
When Upbeat Commercials Backfire
Sales & Marketing Digital ArticleMarketers, take note.