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News

MELBOURNE: Many Australians are struggling to save enough for their retirement, but one superannuation fund is keeping the issue front of mind with a focus on storytelling and customer rewards.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

Article

This 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

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

News

SYDNEY: Australian financial brands should "connect at a human level" in a time of heightened financial anxiety, according to a senior marketer at NAB, a 'big four' Australian bank.

Opinion

When Steve Jobs introduced the iPhone 10 years ago, no one fully anticipated the societal transformation that would take place in the decade that followed.

News

LONDON: Maltesers, the Mars-owned confectionery brand, reversed declining brand metrics and sales with a humorous take on disability that proved to be one of its most successful campaigns ever.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Article

This article looks at the use of stories in advertising and their value in building brands and driving sales.

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 Badger and Winters, an advertising agency, successfully initiated change globally towards the non-objectification of women in advertising, by directly targeting the industry with powerful campaign films.

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 charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.