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Communications development research

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Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

News

CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.

Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

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.

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.

Article

This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.

Article

In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.

Article

This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Article

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Article

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Article

This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.

Article

This article describes a new study which reveals that the relevance of the message environment is more important than the quality of the medium in which it is placed.

Article

This article argues that context lies at the juncture of strategy, creative and media, and that an iterative process that fosters collaboration between strategists, creatives and the media team is much more likely to create relevancy for customers.

Article

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.

Research Paper

This paper describes how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia, the Danone-owned advanced medical nutrition company.

Research Paper

This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.

Article

Major global companies are putting increasing emphasis on finding powerful, mind-blowing creative concepts to fuel their marketing communications campaigns and are actively investing in the process of developing them.

Research Paper

The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline.

Article

In order to understand the modern Singaporean, Ogilvy & Mather, aided by Flamingo International, started the Invisible Lives project.