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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Case Study

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

News

NEW YORK: American Express, the financial services company, will draw on brand purpose as it adapts to rapid changes taking place in its category.

Article

American Express, the financial-services provider, is tapping into the power of brand purpose as it adapts to rapid changes in its category.

Case Study

American Express, a financial services corporation, launched its You Do You campaign, to introduce the new Cobalt Card in Canada and drive new card acquisition.

Article

Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.

Article

A regional overview of financial cards and payments in Western Europe, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Article

This Company Profile from Euromonitor provides key details and analysis of American Express.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Article

Describes how Inmarsat Aviation launched its 'Bring it On' brand proposition and won orders from the likes of Qatar Airways, Lufthansa Group and British Airways owner, IAG.

Article

This Company Profile from Euromonitor provides key details and analysis of TUI AG.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Article

Marriott, the world’s largest hospitality chain, is using social analytics to gain a granular perspective on the impact of its messaging through this vital channel.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Article

An overview of the consumer finance industry shows the trends shaping the market, the leading companies and brands, and areas of opportunity.

Article

This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.