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Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Article

Global strategies, campaign updates and trends in newspapers.

Article

Global strategies, campaign updates and trends in cinema.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Fundación Mujeres en Igualdad, the Women in Equality Foundation, helped women feel safer when hiring home services in Argentina by launching a mobile app that offered women home services exclusively performed by women.

Case Study

Oxfam, a confederation of 20 independent charitable organisations, uncovered insights into how people viewed the issues it campaigns on globally to promote its Even It Up campaign against poverty worldwide.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Research Paper

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

Research Paper

Studies show that multi-sensory customer experiences trigger more activity in parts of the brain connected to feeling and memorability, which marketers can capitalise on using physical media enhanced with sound, scent and touch sensations.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Case Study

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Case Study

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.