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Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Case Study

This case study shows how The Heart Foundation, a heart disease research foundation, raised awareness about the symptoms of heart attacks in New Zealand, by gamifying the experience on social media.

News

LONDON: For the public and charity sectors, marketers can increase the long-term effects of a campaign by aligning with the expertise, exposure or the fame of a partner, an industry figure argues.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Article

This event report outlines three perspectives on the UK's decision to exit the European Union, from the viewpoints of the charity, banking, and retail sectors.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.