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News

CAPE TOWN: Facing the worst drought in a century, Cape Town has developed an innovative campaign with popular music artists to encourage people to spend less time in the shower by compressing some of the country’s favourite songs.

News

BANGKOK: Global marketing leaders need to understand the cultural nuances of Thailand if they are to harness the country’s undoubted creativity to best effect, according to an industry figure.

News

TORONTO: A campaign by Cossette for SickKids Foundation, a children’s hospital in Toronto that gave donors a ‘winning’ charity to support has won the Grand Prix at the CASSIES Awards, Canada’s only industry awards ...

News

PALM DESERT, CA: Glossier, the beauty brand, believes values such as “belonging” and “community” are far more powerful than the “negging” – or deliberately undermining the confidence of women – that ...

News

SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.
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BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.

News

NEW YORK: The parody of US advertising tropes displayed in this year’s Tide Super Bowl advertising not only gained critical plaudits and popular acclaim for the Procter & Gamble-owned detergent brand, but also boosted brand metrics and ...

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Case Study

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Article

Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Case Study

Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

The Ontario Ministry of Transportation used the insight that people feared disability more than death to encourage safer driving in the Canadian province.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Case Study

The Ontario Tourism Marketing Partnership Corporation (OTMPC) increased domestic tourism in the region by showing Canadians how exotic Ontario could be.

News

LAS VEGAS: The imbalance in the relationship between advertisers and digital “walled gardens” has yielded a range of profound challenges for brands, according to Ron Amram, ‎VP/Media at Heineken USA.

Case Study

Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Case Study

Innocence Canada, a non-profit organisation to help exonerate the wrongly incarcerated, built a large public installation to increase donations and funding.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.