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Article

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Article

Burger King, the fast-food chain, is adapting its marketing to meet the emerging needs of consumers in the face of COVID-19.

Article

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.

Data

An overview of the use of voice activated speakers for any purpose and to access news in North America.

Article

Finding a crisis-ready but sustainable workflow has become an imperative for marketing teams during the COVID-19 pandemic, with team burnout now commonplace.

Data

An overview of the use of voice activated speakers for any purpose and to access news in Latin America.

Case Study

1992-4 campaign to revitalise Burger King throughout English-speaking Canada (see no. 5397 for the company's success in Quebec, using similar strategy).

News

Marketers “need to act” and help consumers solve fundamental problems during the COVID-19 crisis, according to Fernando Machado, global CMO of Burger King.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Case Study

Breakthrough 1992 campaign for Burger King in Quebec, which shattered Canadian sales and profit records and also world-wide records for the company.

News

A total of 104 entries from 29 different markets, covering a wide range of categories for global and local brands, have been shortlisted for the inaugural WARC Awards for Effectiveness , a new global competition in association with LIONS , awarding t

Opinion

With the Vegan movement growing steadily in the West, YouGov's Ervin Ha looks at whether it is time for brands in Singapore to start paying attention to plant-based options.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Case Study

This case study describes how the fast food restaurant chain A&W repositioned its menu with a focus on better ingredients to attract younger Canadian consumers.

Article

This paper provides an overview of the global restaurants industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

Creative trends in the gold and silver-winning 2009 U.S. Effies are analysed in this paper.

Research Paper

Social engineering scams trading on the good names of reputable research organizations threaten to undermine the public’s participation in legitimate surveys.

Case Study

In the fall of 2003, the world of Quick Serve Restaurants (QSR) in Ontario was in chaos. McDonald’s, Wendy’s and Burger King were spending millions in media, behind deep discounts and new products.

Case Study

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste.

Article

This article suggests "marketing with meaning" will be an essential tool for engaging with shoppers who are weary of commercial communications and often tune out when exposed to advertising.

Article

John McGrath, CEO of food and drink giant Diageo, explains his plans for making the company's great brands (including Guinness, Johnnie Walker, Smirnoff, Pillsbury, Harp, Häagen Dazs, Burger King, etc) even greater.

Case Study

In the late 1990s Wendy's International was the world's number three hamburger chain, behind McDonald's and Burger King.

Article

The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2009 Multcultural Marketing Conference.

Article

This briefing offers an overview of the history, theories and key trends related to Word of mouth. It traces the history of word of mouth marketing including the use of buzz agents, net promoter scores and the theory of seeding.

Research Paper

This study sought to examine and define a division of Electronic Word-of-Mouth (eWOM) known as viral advertising.