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Article

To optimise communication effectiveness and resonate with audiences, there should be a combination of emotion and motivation, as emotion is “only a vehicle, not the motivational message itself”.

Opinion

This month, Cadbury Roses is the brand which has achieved the highest uplift in its Ad Awareness in the UK.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

News

Confectionery giant Mondelēz has revealed the strategy behind its major marketing shake up, and it’s all about being “fast, focused and fearless”.

News

Mondelez India’s Bournvita has brought out a new variant targeting women and addressing health concerns more common among women as it seeks to increase its foothold in a more specialised emerging market.

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

Brands can be deterred from using influencers for any number of reasons, but not all are necessarily valid.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Article

Discusses themes emerging from WARC’s rankings of the best global campaigns – in terms of creativity, effectiveness and media – with a neuromarketing overview.

News

MUMBAI: Mondelez India, the confectionery giant, is rethinking its marketing approach as it seeks to both maintain brand values and be more responsive to the needs of a new generation.

Case Study

The Institution of Engineering and Technology (IET), a charity and engineering institution, launched the #ISeeMore campaign in the UK to engage children as its target audience.

Article

Augmented reality is predicted to be a £90bn market within five years, with most of that generated by brands and advertisers.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

News

LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

Provides best practice guidelines to help advertisers extract the most value from their programme partnerships, using findings from two recent studies.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Case Study

Cadbury, a British multinational confectionery company, drove desirability and urgency to purchase its creme egg product in the UK by inventing a whole new season: Cadbury Creme Egg Hunting Season.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

News

LONDON: Leading brands, including Mars and Adidas, have once again pulled their advertising from YouTube, this time following claims that their ads were appearing on videos that are being viewed by paedophiles.

Article

Looks at the role formats have to play when engaging with Generations X, Y and Z and how to get the balance right between high-reach and targeted media.