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News

GLOBAL: Hong Kong is the most visited city in the world, after attracting 26.6m global travellers in 2016, according to new rankings that are dominated by Asian cities.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

News

NEW YORK: CNN, the news channel, currently makes an estimated $370m from its digital operations, but it has developed a five-year plan to triple its digital revenues to $1bn by 2022.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

The Ministry of Culture, Community and Youth (MCCY), a Singaporean government department, inspired young people to feel more confident in their resilience in the event of a crisis through emotional storytelling.

Case Study

Pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Case Study

The KIND Foundation, a non-profit organisation, launched the ‘Pop Your Bubble’ campaign on Facebook to convince Americans to expand their online social circles and add people with different points of view.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 general election to get involved in the cultural conversation on social media and increase relevance.

Case Study

This case study explains how Warner Bros, an American entertainment company, partnered with CNN to advertise the film 'Sully' by reminding the audience of the unprecedented feat of the successful water landing.

Case Study

This case study explains how CNN, the American cable news network, and CA Technologies, an American computer software brand, built a program that turns numbers into real information to tell the story of the 2016 presidential election.

Case Study

This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

Case Study

This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

Case Study

This case study explains how The Ad Council's Love Has No Labels campaign, an equality movement, flooded American culture with diverse images of love to normalize them and reduce implicit bias.

Case Study

This case study looks at how Northwell Health, an American healthcare system, established an emotional connection with its audience by creating an amphibious prosthetic to change the lives of amputees.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

News

NEW YORK: With CNN launching a daily news program on Snapchat and YouTube adding a ‘breaking news’ feature, current events are emerging as a battleground for social platforms at a time when Facebook’s dominance, in the US at ...

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.