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News

WASHINGTON DC: Representatives from Facebook, Google and Twitter have expressed contrition at how their platforms were used to spread misinformation during the 2016 presidential election and promised to do better in future.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

Children's Cancer Association, a charity, introduced its Bedstock campaign in America, the world's first online music festival played entirely from bed for children stuck in theirs.

Article

Ethiopia-based multimedia brand Yegna was at the centre of a media storm after criticism from UK tabloids, but despite the noise, the band, talk-show, and drama has the ambitious aim of changing the way girls in the East African country think of themselves.

News

NEW YORK: Brands such as Target and Band Aid are moving beyond simple transactional interactions with influencers, which can be fraught with issues around brand safety and transparency, to develop longer term relationships that can include product ...

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Article

This event report outlines how Johnson & Johnson, the healthcare and pharma company, is exploring entertainment marketing.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Case Study

This case study demonstrates how Vodafone, India's second largest telecom service provider, increased affinity for its brand by creating an emotional connection to its 3G offering.

Case Study

This case study describes how an insight into kids, illness and beds ignited awareness for the flagship programme of the Children's Cancer Association: MyMusicRx, a charity dedicated to the healing power of music.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Article

This article provides an overview and analysis of Pokémon GO, a mobile game that blends real-life environments with digital components such as sound and animation, and that is predicted to be a tipping point for augmented reality technology.

Article

This article explores how brands can successfully align themselves with the identities, goals and values of Millennials and Generation Z.

Case Study

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Case Study

This case study describes how Johnson & Johnson, an American multinational medical and pharmaceutical brand, regained relevance in the First Aid category in the US which was dominated by private label brands.

Article

This event report discusses how Dos Equis, the beer brand, is moving on from its "Most Interesting Man in the World" program.

Article

This short report summarises the results for the FMCG category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.