Brand Management

Put your best foot forward. On every step.

It can take years to build a reputation, but only seconds to destroy one.
Culture. Training. And strong people. That’s what you need.

Insights from 4A’s Research | Direct-to-Consumer: A Revolutionary New Concept?

Research Services

Learn how DTC brands are changing the ad agency model in this insights piece from Marsha Appel, SVP, 4A’s Research.

The Most Influential Brands in South Africa |

Research Services

Ipsos has released results of its inaugural survey on brands that have the most influence on the South African consumer. Discover which brands made the top ten overall and the leading brands in 13 individual sectors.

Jared® The Galleria Of Jewelry Retires “He Went To Jared” and Unveils a New Brand Statement and Campaign

4A's Member

Durham, NC, November 5, 2018 — Jared® The Galleria Of Jewelry is embracing change in a big way this holiday season, with a bold, new campaign celebrating love and devotion in a world where commitment might seem old-fashioned but actually means more than ever to a younger generation. The fully integrated campaign is the first […]

The Rules of NextGen Loyalty |

Research Services

Alliance Data developed rules to help brands better connect with Gen Z and Millennial consumers to gain their loyalty. 

Experience More: In the Moment |

Euromonitor has published an excellent global report focusing on how brands are creating interactive experiences to build engagement with consumers.

Starco Brands Announces Global Partnership With Deutsch

4A's Member

Starco Brands (OTC: STCB) today announced it has entered into a strategic partnership with Deutsch, a creative agency owned by Interpublic Group (NYSE: IPG), to serve as Starco Brands’ marketing agency of record.

Inside Bud’s Purpose – Driven Marketing

Budweiser made a splash on this year’s Super Bowl with a commercial called “Stand by You,” which told the story of the company’s effort to provide emergency drinking water to communities in need during natural disasters.

The Fresh Market Selects On Ideas as its Agency of Record

4A's Member

Agency will Focus on Corporate Communications, Public Relations and Media Relations. Jacksonville, Fla. – April 3, 2018 – On Ideas has announced a partnership with The Fresh Market, a specialty grocery retailer, as its agency of record.

4A’s Advertising Assurance Forum 2018 Report

On Monday, March 19, 2018, nearly 100 senior level executives from across the industry gathered at the 4A’s Advertising Assurance Forum held at Horizon Media’s offices in New York City.

Driving Effective Digital Holiday Advertising

Research Services

GfK identifies the drivers of the most effective advertising during the 2017 holiday season and reveals some do’s and don’ts for marketers.

The Comeback Kids: Lessons from Successful Turnarounds |

Research Services

The Boston Consulting Group identified the five critical elements of a successful company turnaround after significant revenue and profit margin losses.

Storytelling |

Kantar Millward Brown studies storytelling advertising and its effect on generating emotions, branding, sales, and more.

How Gender-Positive Ads Pay Off |

Third Party Content

Facebook IQ studies the effect gender-positive messaging has on consumer attitudes towards brands and brand loyalty.

How to Conduct A Brand Audit |

Research Services

Learn what a brand audit is and how to conduct one successfully in this toolkit from Brand Amplitude.

Selling Products by Selling Brand Purpose |

Chung-Kue (Jennifer) Hsu reviews the concept and practice of brand purpose and gives examples of brands and campaigns succeeding in purpose-driven marketing.

The Challenges of a New Brand Name |

Research Services

MSW●ARS outlines five methods a totally new brand can use to improve its communication, increase the chance its brand name registers with consumers, and persuade consumers to try it.

Managing Customer Relationships

4A's Member

We like to hear what our members think about the hottest issues of the day. Navjot Singh, Content and Editorial Manager at The Knowledge Engineers by AVADO, offers key insights into managing customer relationships. In my career, I have had my fair share of experiences using Customer Relationship Management (CRM) tools. I’ve seen the good, […]

Spotlight on Cuba |

Research Services

BrandZ and Kantar Millward Brown provide an overview of Cuba with information on the economy, retail, consumers, media consumption, advertising conditions, branding, and more.

5 Fixes for Your Online Video Marketing Strategy: Lessons From Google BrandLab

Third Party Content

Kim Larson, global director of Google BrandLab, shares tips for how brand marketers working in online video can better define, share, and positively crush their goals in 2017.

Palermo Villa, inc. Selects Laughlin Constable to Cook Up its First National Campaign for Urban Pie Pizzas

Third Party Content

MILWAUKEE (May 18, 2016) –– Palermo Villa, Inc., one of the country’s largest privately held frozen pizza manufacturers, has launched its first national campaign for Urban Pie premium pizzas and has tapped Laughlin Constable its agency of record. The campaign will run through October. The family-owned company is recognized as an innovative industry leader and is best known for its Palermo’s Primo […]

Media Matters | Good vs. Evil: Taking Back Control from Counterfeiters

Media Services

With the Internet now an integral part of everyday life, recent illicit online activity has become a center of attention and concern for many. Team that with ever-evolving technologies and you have a recipe for “knock-off industry.”

P&G’s New Agency Compensation/Brand Agency Leader Model |

This webinar—outlining 4A’s tips, tools and tactics—was first presented by P&G in June 2009 and is an overview of the P&G BAL model.