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Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Looks at the main elements for a successful digital brand campaign.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

Online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

Case Study

Milk-based food and drink brand Bournvita launched a new variant – Badam Booster – targeting children taking exams in India with a TV ad.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This article looks at how social purpose is essential in growing a brand but it has become so essential that brands now struggle to stand out.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Case Study

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

Case Study

This case study shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Case Study

This case study shows how Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Case Study

This case study explains how The Hershey Company, a confectionery brand, inspired Dollar General's shoppers to buy Hershey for Easter using the 'Build a Better Basket At Dollar General' campaign in the US.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

News

BRUSSELS: Projects ranging from cross-channel measurement to optimising cross-media execution have been recognised by the 2017 IAB Europe Research Awards, which has honoured winners in eight categories.

News

LONDON: Britons are more likely to associate Easter with chocolate eggs than with a religious event, and when searching for them online, Cadbury is by far the preferred brand.