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Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

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Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

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HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

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Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

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Visa, the payments company, is using sensory branding to reach consumers in new ways.

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Innovation is the word of the moment, but most companies want to include it as a pleasing buzzword without understanding what it requires.

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L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

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Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

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Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

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L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

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Publicis was back in Cannes following a year of development on its new platform, Marcel, which aims to transform the group’s client offer.

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GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.

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L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

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As one of the world’s biggest advertisers, Unilever, the FMCG manufacturer, has invested considerable time and energy into tackling painpoints in the digital ecosystem.

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Anheuser-Busch InBev, the brewer, tapped the power of blockchain technology to run an innovative mobile advertising campaign.

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Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

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PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

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Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

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The New York Times, the media company, has taken a multi-faceted approach to strengthening its brand.

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Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

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KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

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A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.

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Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

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Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.

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Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.