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Article

This article provides marketers with information and guidance about determining the optimal TV ad length.

Article

This article explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.