Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

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Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Data

An overview of Snapchat's advertising revenue growth.

Case Study

Maltina, a non-alcoholic malt beverage in Nigeria, launched a campaign to appeal to a younger demographic with new packaging and modern flavour.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Opinion

This week ’ s IPA Bellwether report was encouraging for the marketing industry, but there's no time to rest on laurels. Analytic Partners ’  Justine O ’ Neill explains how to future-proof your brand and keep growing. 

Opinion

Coca-Cola’s new brand platform, Real Magic, a global campaign that will need to tread carefully to resonate around the world  –  Faris Yakob takes us inside the tensions of designing strategy on a worldwide scale that will play locally.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the gap between advertising investment and media consumption. Key findings include:

Article

This episode of the WARC podcast is presented by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter.

Article

This webinar, in association with Royal Mail Marketreach, shares evidence from recent research into the impact of direct mail as lead media or within the media mix.

Data

An overview of the global investment gap between advertising spend and media consumption.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Article

Article

Research by Twitter and Saïd Business School on the role of reach in advertising.

Data

An overview of Netflix's subscriber growth between Q1 2019 and Q4 2021.

Article

Online communities will become more important for brands in the post-cookie era.

Opinion

Following the declaration of a new marketing philosophy for FMCG titan Unilever, Mike Teasdale questions how the precept will filter down into the reality of the company’s work.

Data

An overview of AVOD and SVOD audiences in 2020 and 2021.