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Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Research Paper

This article shows how demographics become a far less reliable tool for marketers and introduces seven new mindsets that far better describe consumers' behaviour.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Article

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

News

LONDON: British Airways, the airline, has emerged as the UK's top consumer brand for the second year in a row, according to the latest Consumer Superbrands survey, with luxury watchmaker Rolex keeping its second spot.

Case Study

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

Article

This article argues that the future of communications planning - which, it claims, is currently in crisis - lies in creating value for people rather than preying on their time.

Article

This essay argues that in the digital age, content and connections are crucial to building brands.

Article

This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver.

Article

This article discusses the interaction between a brand's image and its values, arguing that the relationship is often not as expected.

News

LONDON: YouTube, Amazon and Google head the list of brands favoured by British 18-24 year olds, a new study has revealed.

Case Study

This case study describes how Tempo, the paper products brand, increased its market share in Hong Kong.

Article

Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.

News

LONDON: A growing number of FMCG companies are launching ecommerce sites and selling directly to consumers, with Kimberly-Clark becoming the latest firm to do so via its online Kleenex Shop in the UK.

Case Study

Andrex Fresh, a moist toilet tissue owned by Kimberly-Clark, faced low interest and penetration in a category that UK consumers also viewed as a taboo subject.

Case Study

Andrex toilet tissue is the UK's No.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Case Study

Velvet was struggling as the number two brand in the UK toilet paper market, so decided to address this by adopting an environmental positioning.

Article

This presentation examines why emotional content in advertising is more powerful than rational communication.

Article

As a display channel, Facebook combines the potential for strong targeting with high traffic. However, this paper argues that, in assessing the value of Facebook to advertisers, it is not enough to focus narrowly on the impact of Facebook display.

Article

This Point of View aims to explain why creativity is at the heart of successful advertising. Creativity helps grab attention, even when people are actively filtering ads out.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Case Study

The Irish toilet tissue market is highly competitive, meaning that Velvet was under pressure from other established brands.