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Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Research Paper

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Article

Andrew Geoghegan, global head of consumer planning at Diageo, shares how storytelling and data have worked together and led to success for Diageo.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

News

Agencies and clients may have the same goals but tensions often arise when the two differ on how to get there, according to two senior client and agency executives.

Article

Global FMCG company Johnson and Johnson and its Indonesia agency partner DDB believe that good client-agency relationships are like a healthy marriage.

Case Study

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Article

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Article

Monzo has built a following and a community around its product, allowing it to grow swiftly, build new and category-changing features, and attract a generation that has an uncomfortable relationship to money.

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.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Case Study

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

Research Paper

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Article

Describes how new owner, US cable TV and media group, Liberty Media aims to reinvigorate the Formular 1 brand with a data-driven experiment.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Gunn Report

Contains the creative for the 'Missing Type' campaign for NHS Blood & Transplant by the agency MediaCom in the UK.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.