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Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Opinion

As the art of storytelling makes an advertising comeback, Sublime’s Andrew Buckman argues that marketers need to incorporate mobile into the process to better drive consumer engagement and action.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

News

Aldi, Asda and the AA were among the winners at last night’s MRS Awards, with research strategies that not only shifted the dial on how consumers viewed and interacted with their brands but on how insights can be communicated internally.

Article

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Opinion

This month, John Lewis' Christmas effort has achieved the highest uplift in YouGov's Ad Awareness score in the UK.

Research Paper

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Opinion

Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.

Case Study

Covonia, a British brand of adult-only cough remedies, broke with convention to save the brand while on a small budget and short on time.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

Case Study

Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.

Case Study

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

Case Study

Gordon's, a brand of gin, used conventional technology in an unconventional way to boost sales via targeted messaging.

Case Study

Lidl, a value supermarket, increased the number of trips its shoppers in Ireland made by introducing a high impact campaign on digital, TV, OOH and press.

News

JAKARTA: Go-Jek, the ride-hailing and online payment company, is ramping up its financial offer as it partners with three peer-to-peer (P2P) lending firms – Findaya, Dana Cita and Aktivaku – in a move it says will increase ...

News

SYDNEY: A recruitment campaign for the Australian Defence Force has won the Grand Effie in the 2018 Effie Awards Australia, while the award for the year’s most effective advertiser went to the supermarket Aldi.

Case Study

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.