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Article

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

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

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

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

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

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

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.

Article

A regional overview of confectionery in Asia Pacific, including an analysis of leading companies and brands, forecast projections and country snapshots.

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

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

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

5star, a chocolate bar brand, developed a campaign in MENA to drive penetration and gain market share.

Case Study

Cadbury, the Mondelez owned chocolate brand, created an augmented reality game to launch its new 'Marvellous Creations' product in India.

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.