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Article

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.

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Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

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IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

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Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

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L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

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Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.

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Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

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Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

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Sunovion, the pharma company, took a distinct strategic approach as it prepared to launch into a new category.

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MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.

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Walmart, the retail giant, is using a service called Jetblack to test the waters of digitally-driven, personalized shopping.

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Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.

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Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

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Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

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Georgia-Pacific, the paper products company, has tapped the power of shopper information to gain an in-depth understanding of consumers.

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LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

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PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

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Carnival Corp., a company that owns several cruising brands, has seen various beneficial outcomes from its commitment to diversity.

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Amazon, the e-commerce giant, has benefited from working with agencies when it comes to developing campaigns that are bold, brave and cut through the clutter.

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Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

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Google’s BrandUnit, a unit of the tech company that helps brands and agencies, has studied thousands of YouTube ads via machine learning.

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Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.

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Amazon, the e-commerce company, is still a relatively young enterprise in terms of being a big-ticket advertiser, and has sought to establish certain best practices with its agency partners.

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Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

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Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing in reflection of this strategy’s current strengths and weaknesses.