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Case Study

Monoprix, a major French retail chain, created the Label of Love campaign to reaffirm its brand positioning and relationship with French consumers.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Article

Discusses the success of voice technology and why it is becoming an essential part of brand marketing.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Research Paper

This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

Case Study

This case study describes how Skagen Funds, a trustfund management company, boosted its market position in Denmark through its The Rich List campaign.

Case Study

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Article

This report from the Futures Company looks at the implications of slowing growth in the global economy, arguing that brands can only counteract the trend by creating demand.

Case Study

The Swiss Society for Reproductive Medicine (SSRM), an association focused on reproductive rights, successfully led a campaign that altered the Swiss Constitution in order to allow couples to acquire medically assisted reproductive care.

Research Paper

This paper examines the importance of qualitative research in initiating change and action in an organization that is looking to better address customer needs.