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Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Article

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Opinion

Heineken, Patagonia, and Nestle have all told their customers - against all marketing instincts - to not  buy their brands.

Opinion

At an event in central London, strategists gathered to borrow skills from sister professions in order to make them better students of the human.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

Article

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

News

LONDON: Imagine the Possibilities, a campaign devised by BBDO New York / San Francisco for Mattel’s Barbie doll brand, has won the Grand Prix at the 2017 APG Creative Strategy Awards.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

Off The Street Club (OTSC), a non-profit children's organization, was able to increase funding in the US using an emotional campaign featuring real children.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Dove, the personal hygiene brand, successfully developed a campaign that challenged women's perception of beauty throughout the UK.

Case Study

Hostelworld, a hostel booking brand, successfully advertised hostels to young travellers with its 'Unexpected Guests' campaign that featured various celebrities and current events comedy.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

Cancer Research UK, a charity organisation, used real life cancer patients' stories to increase donations across the UK.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.