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News

A new broadcast standard, ATSC 3.

Article

Investigates the ideal synergy between technology and employees in US companies, particularly AI. AI offers multiple benefits in scaling and personalization of all parts of the customer journey, but too much technology can degrade the customer experience.

Article

The Advertising Research Foundation (ARF), the trade body, is pushing for ethics, transparency and best practices to drive the research industry forwards at a time of growing complexity.

Article

Planners should exploit the idea of creating mutually beneficial and open relationships between customers and brands and their agencies.

Case Study

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Article

In this essay, the short attention span of much of the western world is likened to the approach planners have towards theories of human behaviour.

Case Study

Fresh Step, an odour-eliminating cat litter brand, launched a Cats on Glass Gallery in the US that showed viewers the underside of real cats' paws to show the effectiveness of its new litter product, Clean Paws.

Research Paper

Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.

Research Paper

Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements.

Article

This article introduces a series of articles from leading industry thinkers on the future of strategy.

Research Paper

Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs.

Research Paper

The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.

Case Study

This case study describes how Irish Spring, a brand of bar soap and body wash in the US and Canada, dramatically increased sales by redesigning its product to attract the coveted millennial market.

Article

This event report outlines the approach Google is taking to data, as it seeks to increase collaboration between business and individuals.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Article

This article argues that if planners are to realise their true value, they need to escape their agency shackles and start up a creative consultancy modelled along the lines of management consultancies.

Article

The entries to the Admap Prize: Planning 3.0 demonstrated that planning as a discipline appears a bit lost.

Case Study

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

Article

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

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Case Study

Budweiser, a beer brand, increased brand relevance among Western hockey fans by creating goal-synced beer glasses in Canada.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

This case study describes how TD Bank, a Canadian bank, increased its consideration amongst small business owners by demonstrating commitment to them.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.