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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 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 a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant 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.

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.

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

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.

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.

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.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

Article

This Company Profile from Euromonitor provides key details and analysis of Ferrero SpA, the owner for brands such as Kinder and Ferrero.

Article

This article introduces a series of papers on the challenges facing food marketers as they tackle a rapidly changing market, as well as tightening regulations.

Article

This article looks at the challenges faced by grocery brands as the UK supermarket giants move to emulate the discounters by reducing how many products they stock.

News

BRUSSELS: Nestlé risks seeing competitors imitate its Kit Kat brand after the European Union's second highest court annulled a 2006 ruling that granted the FMCG giant a trademark for the four-fingered shape of the chocolate bar.

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.

Case Study

This case study describes how UK confectionery brand Kit-Kat fused qualitative research along with digital data to generate insights to regain its prominence in breaking moments to grow in a confectionery market feeling the squeeze.

Case Study

This case study shows how McVitie's, a snack food brand, devised a Masterbrand campaign to unify its portfolio of products and increase sales in the UK.

Case Study

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Case Study

This case study shows how KitKat, a chocolate brand, increased sales by activating its slogan 'Have a Break' for an outdoor-led campaign.