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Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This event report considers the challenges around digital measurement and possible solutions, recommending proper audience measurement, frequency capping and adoption of common metrics.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Case Study

This case study shows how Badger and Winters, an advertising agency, successfully initiated change globally towards the non-objectification of women in advertising, by directly targeting the industry with powerful campaign films.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Article

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

Case Study

This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

News

NEW YORK: The growth of ecommerce and an associated focus on the shopper across devices and channels means there is increasing demand to coalesce brand budgets with trade budgets, according to a new study.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Article

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

Article

This article looks at how retailers can get people to shop in store while customers continue to shift to online shopping.

Article

This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Article

This event report analyses the uses of first-party data, or people-based advertising, in place of cookies.

Case Study

This case study explains how Family Dollar, the discount chain, used video content published online to increase sales in the US.

Opinion

Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.