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Creative development

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Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Opinion

It can legitimately be said that Elvis Presley probably made more terrible records than any other artist in history.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

Case Study

This case study describes how Coca-Cola, a carbonated beverage company and brand, sold to Canadian teenagers by tapping into behaviour they were already doing.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This case study describes how WestJet, a Canadian airline, utilised social media to increase brand engagement.

Case Study

This case study details how Adidas, a shoe and clothing manufacturer, launched its Adidas Originals in its 'Your Future is not My Future' campaign in the United States.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

Article

This event report provides ten tips for enhancing mobile creative, based on insights from behavioral science.

Article

This article looks at the development and execution of UK supermarket Sainsbury's 3 minute stop-motion spot; the brand's previous efforts have been lauded for both creativity and effectiveness.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

News

LONDON: Animation has the potential to make difficult subject matter understandable to consumers, but relatively few organisations use it in their marketing content on digital channels and even fewer do it well, a new report says.

Article

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Case Study

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.

Case Study

This case study explains how Chili's Bar & Grill, an American restaurant chain, used a video of an old jingle to engage millennials.

Case Study

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

Case Study

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.