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News

GLOBAL: Faced with the difficulty of finding the appropriate balance between targeted digital advertising and the reach of traditional broadcast media.

Article

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.

News

NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

News

NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Article

The use of Google technology to identify themes in online ads can help place them in a better contextual relevance – in a process of "cognitive media targeting".

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

News

PALM DESERT, CA: Unilever, the consumer packaged goods manufacturer, believes that collaboration and partnerships are more likely to deliver a cleaned up digital supply chain than simply handing out ultimatums to the biggest platforms.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

Opinion

Brands enter people’s lives through myriad touchpoints, all of which contribute to building a bias toward the brand in the consumer’s mind – in other words, hooking them early.

News

NEW YORK: Many brands are taking back control of their digital destinies through selling products directly to consumers, a move Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, believes will have several important consequences.

Article

A growing number of brands are seeking to sell their products directly to consumers, a shift that reflects the broader evolution of the marketing ecosystem.

Article

L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.