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Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.

News

BOSTON: Companies and organisations in 150 countries were hit earlier this month by the WannaCry ransomware cyber attack, which has prompted a major security firm to conduct an extensive survey of American concerns.

Case Study

Rosatom, a predominantly nuclear energy provider, efficiently dealt with a consumer consideration crisis by directly engaging with the South African media and its audience.

Case Study

SodaStream, which manufactures home carbonation equipment, used a humorous online video to call out the ‘shame’ of disposable plastic bottles and boost its own environmentally friendly credentials around the world.

Case Study

Statoil, an oil and gas company, partnered with a media outlet to create a web-TV series and a dialogue hub that called for young Norwegian people to discuss the role of oil companies in today's energy-environment, thus increasing positive sentiment towards the brand.

Case Study

Entergy, an energy production company, created a community-minded and transparent communications strategy to announce its exit from the merchant power business, and subsequent closure of nuclear power plants across the US.

Article

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.

Case Study

This case study describes a PR-led campaign from the Australian bank ANZ to build greater affinity amongst women by stimulating a national conversation about gender inequality.

Article

This report analyses trends from the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop fresh thinking that can deliver business results.

Article

This event report outlines how some leading brands seek to combine making profits with a sense of social responsibility that extends beyond CSR programs.

Article

This article argues that personalisation is fundamentally at odds with what brands are supposed to deliver, namely: the guarantee of a product or experience that is reassuringly repetitive.

Article

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Case Study

This case study explores how design consultancy Ratio worked on both design direction and industrial design with the UK manufacturing company Trend Control Systems to launch the IQ4 project of intelligent hardware.

Article

This article explores the developing frontier of artificial intelligence (AI), and how marketing to machines might soon become a reality for brands.

Case Study

This case study explains how Liftshare, a British online service that matches car drivers and passengers travelling in the same direction, worked with its agency to expand its B2B offering to a wider customer base.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This report outlines eight macro-forces which are driving changes in business models around the world, and six characteristics of the businesses of the future.

Case Study

This case study explains how EDF, the energy company, introduced a brand character and a renewed focus on being 'better' to increase its market share in the UK.

Article

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.