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Topic Key reading on integrating channels, the paid/owned/earned model and more

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

News

LONDON/BRUSSELS: TV advertisers can identify the most relevant aspects of campaign impact and work more closely with media and creative agencies to improve effectiveness by using an ad impact model, according to an industry figure.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

CHICAGO: Contours, the baby gear manufacturer, claimed the top "Super REGGIE" honour at the 2017 REGGIE Awards for the "Baby Stroller Test-Ride" campaign developed with agency FCB Chicago.

News

GLOBAL: Global brands are improving their ability to brief for integrated communications but there is more work to be done on alignment, clarity and timing, a new survey has shown.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This event report addresses the growing battle for marketing dollars taking place between agencies and consultancies.

News

SINGAPORE: Two thirds of Singaporeans have a brand in mind when searching for financial services, a new study shows.

News

LONDON: More than half (58%) of B2B marketers don't rate their ability to measure social media at all, according to a new survey of 150 senior marketers in the UK.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Research Paper

This article explores the use of artificial intelligence in Latin American countries, including Mexico, Argentina and Peru, and suggests that accurate AI-based social listening and analytics can work in any language/country and for any topic.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

News

LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.
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