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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 ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

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 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 explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study shows how Interflora, a flower delivery service, increased sales on Valentine's Day by creating a special, late Valentine's service that helped forgetful Danish men offer bouquets without being blamed for the their lateness.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

News

SYDNEY: Advertising professionals in Australia are out of touch with the average citizen as regards lifestyle and media habits, which could be resulting in mistaken media buys, according to a new report.

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Article

This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.

Opinion

A third of Brits expect robots to run their lives in the next 13 years, yet just 2% of respondents would trust a robot with their children.

Case Study

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

Case Study

This case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.

Case Study

This case study shows how Johnson's Baby Lotion, a baby products brand, increased its consumer engagement in India by making moisturizing fun and an experience that enriched the mother-baby bond.

Opinion

Appeals to identity have worked to bring about significant change in the political mood, but why did it work to such a degree? David Penn, of Conquest UK, asks whether marketers are thinking about the psychological overlap that allows people to identify with a cause.

News

WASHINGTON: Six in ten US adults use social media for news, but trust in the medium is exceedingly low across supporters of both parties, while trust in traditional news organisations divides along partisan lines, Pew Research Center figures show.