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Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Case Study

Coca-Cola, the soft drinks brand, used an iconic billboard and PR strategy to highlight colourful local characters and build connections with people in Sydney and across Australia.

Article

This article addresses the importance of philosophy for planners, based on the insights of Faris Yakob, the co-founder of consultancy Genius/Steals.

Opinion

BEST OF 2017 OPINION: Subscribing to the notion that a change in belief will lead to a corresponding change in behaviour may seem like common sense, but Faris Yakob argues that marketers who want to do their job should look into how behaviour is actually shaped and changed.

Article

This event report outlines how Carnival Corporation, the cruise-line company, has moved into the TV production space to promote its brands.

Opinion

I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling ', so let me tell you a tale.

Article

This article describes the very human act of storytelling, why it is important, and why humans do it.

Research Paper

This paper explains how response latency and semantic priming were harnessed to create a truly implicit methodology that taps in to automatic processes.

Article

This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.

Case Study

This case study demonstrates how HCL, the technology company in India, used its corporate film to grow awareness on social media.

Case Study

This case study describes how HCL Technologies, a global IT company launched a CSR campaign in India to drive awareness of the importance of literacy.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Article

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

Opinion

"The guy who invented poker was bright, but the guy who invented the chip was a genius." (Julius 'Big Julie' Weintraub) The old saying that 'cash burns a hole in your pocket' needs updating, because cash is actually the thing we are least likely to spend.

Article

This article highlights how substitutes for currency increase the propensity to buy, seen in both consumer spending and purchasing ad impressions.

Article

This article argues that subjectivity should not be discouraged in marketing as our most enlightening insights may be lurking inside ourselves.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Article

This article discusses various approaches used by marketers to understand what consumers want.

Article

This event report outlines how brands can utilise influential ideas to make an emotional connection with consumers and so build equity.

Case Study

This case study describes how global technology company HCL Technologies created an end-to-end recruitment process on a single social media platform.

Case Study

This case study describes how global IT company HCL Technologies created the first end-to-end job recruitment process on Twitter.

Case Study

This case study explains how HCL created an end-to-end recruitment process using social media in India.

News

LONDON: Advertising is rich in theories but none can claim to be the sole font of wisdom in a complex world, according to Guy Murphy of JWT.