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Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Article

Bayer, the pharmaceutical company, has ramped up its focus on digital data as a means of fueling business value.

Opinion

Strategic planning has become devalued, says Leo Rayman. It needs to focus on what matters – not tech and data but big ideas and commercial growth.

Article

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

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

CANNES: Voice technology has the potential to “transform” marketing, according to Keith Weed, chief marketing and communications officer at Unilever, the consumer packaged goods manufacturer.

Article

As one of the world’s biggest advertisers, Unilever, the FMCG manufacturer, has invested considerable time and energy into tackling painpoints in the digital ecosystem.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

News

HOBOKEN, NJ: A brand’s ability to deploy impactful and efficient marketing strategies depends on how it understands and responds to relevant consumer journeys, so the ability to map these across all touchpoints and channels is essential for ...

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.