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Creativity & effectiveness

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This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

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This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

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This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

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This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

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UK cinema company ODEON broadened its audience thanks to machine-learning technology that allowed it to effectively geo-fence its communication.

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This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

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This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

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This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

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This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

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This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

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This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

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This case study explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

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This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

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This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

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This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

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This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

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This case study looks at how Whirlpool, a home appliances brand, successfully launched the Care Counts campaign, installing laundry equipment in schools within low-income areas in the US.

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This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Case Study

This case study describes how Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

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This case study explains how Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

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This case study explains how Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

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This case study describes how the Metro Manila Development Authority used online and PR to create a campaign to get drivers to pay their traffic violation fines in The Philippines.

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This case study describes how Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.