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Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Gunn Report

Aldi, the global supermarket chain, launched a newspaper print campaign in Spain that highlighted the freshness of its fruit and vegetable product range.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

News

BEIJING/AMSTERDAM: Heineken, the Dutch brewing giant, currently holds just 0.5% of China’s lucrative beer market, but it is seeking to raise its profile by signing a deal with the parent company of China Resources Beer, the country’s ...

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Opinion

Following its most recent earnings call, Apple is now worth a trillion dollars. A former creative director of the company believes its recent history has been too “vanilla”, but is vanilla, in fact, effective? Last week, Apple, the maker of the iPhone and the first ever company to be worth a trillion-dollars, announced its quarterly results.

Article

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Article

TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Addressable television advertising could become an especially powerful solution for brands in the pharma category.