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Article

Changes in clients’ structure and in-house functions have transformed the relationship between client and agency planner.

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

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.

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

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Case Study

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

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

The Royal National Lifeboat Institute (RNLI), a British non-profit lifeboat rescue service, transformed its relationship with supporters when its future looked bleak.

Case Study

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

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

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

John Lewis Insurance, the insurance branch of the UK retail brand, delivered impressive sales results with a campaign featuring a child ballerina twirling in her home.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Case Study

Children's Cancer Association, a charity, introduced its Bedstock campaign in America, the world's first online music festival played entirely from bed for children stuck in theirs.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Case Study

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

Case Study

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

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.