This article outlines research by marketing professor and brand consultant Mark Ritson, who uses Effie case studies from the UK and US to assess the adoption of effectiveness principles in each of ...

Fast food brand McDonald's drove record levels of brand love amidst a challenging commercial landscape in the UK with an emotional advertising approach.

Objective #1: Positively impact living conditions by penetrating homes and uplifting domestic househelps' rooms in the UAE. Objective #2: Positively influencing key brand attributes for HomeBox as a ...