YellowPapers

China’s Journey: Factory to a Studio

Thu, 24 Jun 2010 21:33:41 +0000

Download Yellow Paper

China recognizes it is now time to move up the value chain and return to its inventive roots.

The New State of America

Tue, 22 Jun 2010 19:55:03 +0000

Download Yellow Paper

What does the U.S. 2010 Census tell us when advertising and marketing to the Hispanic community?

Humor, Marketing, and the Internet

Mon, 22 Mar 2010 20:42:49 +0000

Download Yellow Paper .

This paper argues that technological change has given humor renewed purpose. Dennis Hurley of Tribal DDB describes the benefits of humor, highlights Google’s use of humor, leverages a study to illuminate opportunities, and provides action points for brands to execute on communications that use humor.

Insights that Incite

Thu, 12 Nov 2009 15:27:08 +0000

Download Yellow Paper .

We are pleased to provide our newest Yellow Paper called Insights that Incite: Unlocking the Simple, Yet Untapped. The paper argues that the most effective and enduring communications are those born from single, simple insights into human behavior.

Sun, 01 Nov 2009 15:07:55 +0000

A Brave New World of Consumidores

Mon, 14 Sep 2009 14:27:51 +0000

Download Yellow Paper .

We are pleased to share our latest Yellow Paper, A Brave New World of Consumidores: Introducing Young Fusionistas. The author is Marta Insua, VP, Strategic Insights at Alma DDB, our U.S. Hispanic arm. Last year, Marta started the Cultural Curators unit, which focuses on deep research, trend spotting and analysis of the ever changing, complex and fascinating world of Hispanics in the U.S Her paper provides a compelling segmentation of U.S. Hispanics and focuses on a very valuable subset: Fusionistas. Marta makes the point that this may not be the largest group but it is certainly influential and represents an amazing growth opportunity for our clients and their brands. The paper is based on insightful primary research, is an engaging read, and provides a roadmap for how to connect with Fusionistas. Thanks to Marta and Alma DDB for such a great contribution to our thought leadership.

Realizing Opportunities in Challenging Times, Part 2

Tue, 25 Aug 2009 14:34:48 +0000

Download Yellow Paper .

Given the recession’s obvious impact, we decided to look at how marketers and advertisers have responded to the economy in their communications. What has been the response in terms of strategy, creativity, messaging and spend? And how have consumers reacted both to the crisis itself and the communications they have received during this dramatic and potentially behavior-altering downturn?

Related paper: Capturing Opportunities, Part 1

Everything Old Is New Again

Mon, 13 Jul 2009 21:57:32 +0000

Download Yellow Paper .

We are in the midst of a Retro Revolution. Twister, Hungry Hungry Hippos, and Candyland are flying off shelves. Forgotten characters – G.I. Joe, The Terminator, Captain Kirk – have taken over the box office. And once-gone fashion brands – L.A. Gear, Lacoste, Z. Cavaricci – are being stocked again in retail stores. Add to these the re-emergence of muscle cars, old-school arcade games, retro candies – the list goes on.

Adopting a Professional Services Mindset

Fri, 05 Jun 2009 15:24:26 +0000

Download Yellow Paper .

Professional services that brand and market well do so because they marry business and brand strategy, ensure both the quality of the client relationship and the quality of service, recognize the emotional and rational aspects of client decision-making, package and promote their intellectual capital as a prime differentiator, and commit to business development as a core process and strive to be excellent at it. These tenets are outlined in the paper and have application to any business or industry.

Health is the New Wealth

Mon, 06 Apr 2009 20:56:28 +0000

Download Yellow Paper

DDB conducted a global survey of physicians and consumers to determine behaviors and attitudes in one of the most critical and rapidly evolving industries today. The insights and analysis have broad implications and examine global health perspectives and differences, along with access to information, treatment, decision-making, and patient/physician relationships.

Building Brand Value and Influence in the Airline Industry

Fri, 06 Feb 2009 22:10:30 +0000

Download Yellow Paper . | . Open publication

Building Brand Value and Influence in the Airline Industry. In a digital swarm era, the dialogue with customers is more important than ever.

This paper tackles an industry facing incredible challenges in almost every aspect of their business.

Introducing the Chief Community Officer

Wed, 07 Jan 2009 19:33:40 +0000

Download Yellow Paper . | . Open publication

Introducing the Chief Community Officer: Marketing Has Changed. So Must Its Leadership

This paper from Chuck Brymer expands on concepts from the book The Nature of Marketing, specifically, Chapter 9 titled The Chief Community Officer: A New Agent for Your Brand.

Telecom Branding

Thu, 13 Nov 2008 20:53:13 +0000

Download Yellow Paper . | . Open publication

Telecom Branding: Employing the TeleCompass in a Converged World

The telecom sector is one of the most rapidly evolving industries in the world. The convergence of mobile technologies, media and the internet is creating enormous possibilities for what one can do on a mobile phone. This paper looks at the category as a whole and introduces a tool that can help technology companies evaluate strategic alternatives to develop unique and powerful brands.

Brand Personality

Thu, 23 Oct 2008 20:46:42 +0000

Download Yellow Paper . | . Open publication

Brand Personality: Communicating Character and Authenticity in a Digital World

The relationship between a brand and the consumer has never been more important. As individuals we tend to be attracted to confident, compelling and authentic personalities. In the transforming digital world, these traits help companies engage consumers, inspire their involvement, and develop the long-term relationships that drive sustained brand growth.

Capturing Opportunities

Mon, 13 Oct 2008 20:43:16 +0000

Download Yellow Paper . | . Open publication

Capturing Opportunities in Challenging Times: Marketing and Advertising in a Recession

Marketing decisions made in a downturn have far-reaching impact on consumers, companies and brands for years to come. This paper explores the factors that most influence brand investment decisions and consumer purchase decisions in tough economic times. Every market brings challenges and opportunities but companies committed to managing their brands as long-term assets fair the best.