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Article

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

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Highways England, a government-owned company, launched a radio-led campaign to curb the practice of tailgating on the roads.

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Peloton, the US exercise equipment manufacturer, used TV media to launch its product in the UK, driving awareness, word-of-mouth advocacy and exceeding its sales targets.

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Research by effectiveness experts Les Binet and Peter Field found that advertising can play a vital role for digital-first enterprises, even if these brands often diminish the role of paid-for communications.

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Hearst Magazines, the publishing company that owns brands including Esquire, Cosmopolitan and Harper’s Bazaar, is putting data at the heart of its digital transformation efforts.

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The Hershey Co., the candy manufacturer, is using a “real-time optimizer” the maximize the impact of its programmatic ads.

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Research funded by the Mobile Marketing Association (MMA) has highlighted three core pillars of marketing, or “stacks”, for brands to consider.

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Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.

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The MARS Project, an effort led by the Mobile Marketing Association (MMA), aims to offer a guide to the design and management of modern marketing organizations.

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The Hershey Co., the candy manufacturer, is increasingly able to link its programmatic advertising with offline sales.

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In France, Heineken created a Facebook Messenger chatbot to bring in consumer data by rewarding with redeemable points those people that shared their bar tab or drinks photos.

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Research funded by the Mobile Marketing Association (MMA) offers an invaluable insight into the data-driven marketing organization of the future.

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Farmers Insurance, the insurance provider, has ramped up its focus on marketing effectiveness in a bid to drive the maximum return on its investment.

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System1, the research firm, assessed thousands of television ads in order to determine their potential to drive long-term growth for brands.

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Cisco, the tech and digital services provider, surveyed over 3,000 of its customers and found that most had gleaned benefits from the roll out of the General Data Protection Regulation (GDPR).

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System1, the research firm, assessed thousands of television ads to determine if the presence of a brand character yielded an improvement in performance.

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Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.

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Starling is one of the UK’s new disruptor banking brands, which in two years has gone from a standing start to having 600,000 customers.

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Anheuser-Busch InBev, the brewer, has evolved its agency relationships across a variety of dimensions in order to drive greater collaboration and creativity.

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The global publisher, Condé Nast, has worked to adapt its business from a set of print publications to a global mix of online and traditional publications with central systems and local nuance.

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Boeing, the aerospace giant, has built an in-house creative shop which can offer invaluable tips for other brands that are interested in handling such duties internally.

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In 2018, nearly a million people went online for the first time every single day, propelling the world’s internet population now to almost 4.4 billion.

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With multiple changes afoot in digital, data privacy is just one in a number of areas with serious implications for the industry.

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BuzzFeed, the digital media company, is tapping the power of analytics and artificial intelligence to make smarter choices about content distribution.

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The New York Times Co., the media company, believes that contextual targeting represents a powerful resource for marketers.