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Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Case Study

Carnival Corporation, a cruise company, launched its Caribbean is Open campaign in the US to increase sales of Caribbean trips, support damaged Caribbean islands and show consumers that they can safely travel to other islands.

Article

Reveals the books that influenced Sean Healy, head of comms planning worldwide at ZenithOptimedia.

Article

Advises on decision making and planning and suggests that any attempts to future proof a business will fail if the right evidence to guide the strategy is not used.

Article

This article looks at the mindsets that marketers can use when approaching business constraints, namely the ‘victim’ and ‘transformer’ mindset.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Research Paper

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Case Study

This case study describes how the Department for Transport's 'Think!' campaign, created to reduce deaths and serious injury on the roads, improved its efficiency to save more lives despite an 80% budget cut.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

News

PHILADELPHIA: US marketers could make major savings in survey research by using smaller sample sizes without significantly increasing the margins of error, a leading academic has claimed.

Article

This essay argues that the goal of marketing communications should be to focus on online human engagement and emotion via brand anthropomorphism and employee connectivity to create a genuine human-brand relationship.