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LONDON: The growing use of artificial intelligence will dramatically change communications planning, especially in low-involvement categories like FMCG, according to two industry figures.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Article

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

News

LONDON: In the first half of 2017, advertisers spent more on video ads than banner ads for the first time, according to new data from the Internet Advertising Bureau UK.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Booking.com, an online travel agency, launched a digital campaign, ‘Booking Loves’, in France, Germany and the UK to generate site traffic by creating targeted video content.

Case Study

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 and Ireland.

News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

News

LONDON: Malibu, the coconut-flavoured rum, is creating a buzz among consumers and within its parent group Pernod Ricard with its innovative approach to the internet of things (IoT) and plans on ramping up this approach next year.

News

LONDON: Imagine the Possibilities, a campaign devised by BBDO New York / San Francisco for Mattel’s Barbie doll brand, has won the Grand Prix at the 2017 APG Creative Strategy Awards.

News

LONDON: Sainsbury’s, the UK supermarket, is seeing “sustained sales uplift” as a result of in-store messaging offers based on micro-location data.

Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Case Study

Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Case Study

NHS Blood and Transplant, a British blood and organ donation brand, partnered with the MOBOs, a brand that champions Music Of Black Origin, to transform the way it approached the young BAME community and address the worrying lack of black and Asian blood donors in the UK.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.