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News

Consumers have learned to tune out most digital display advertising but new UK research suggests that the use of high-impact formats can also boost the performance of standard formats.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Article

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

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Case Study

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

Opinion

If data really is the new oil then it’s high time advertising started learning lessons from the oil industry, suggests Alex Steer of Wavemaker.

Case Study

Smart Energy GB, a national campaign for the smart meter rollout in the UK, conquered 21- to 28-year olds' energy indifference through a YouTube content series – The Power of 10p.

News

LONDON: A majority of Brits want and expect a brand to reward their loyalty, but their motivations vary and brands need to understand that they may not necessarily be the main attraction – some consumers value partner brands more highly.

Case Study

ExxonMobil, a multinational oil and gas corporation, increased its sales in Europe by producing a 3D printed engine for its salespeople to show the target the benefits of Mobil 1 oil.

Gunn Report

Looks into which campaigns from Australia and New Zealand, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Article

McLaren, the F1 constructor, exists somewhere between the realms of a sports team and a media owner, with the demands of finding engagement for its sponsors, whatever happens on the track.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Case Study

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

Article

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

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.