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News

ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

News

NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

News

AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

Coca-Cola, the soft drinks giant, believes its Freestyle machines – which allow consumers to pick between, and mix, over 150 beverage flavors – offer numerous possibilities for driving growth.

News

NEW YORK: Allstate, the insurance provider, has leveraged research conducted with the Mobile Marketing Association (MMA) to unlock some of the confusion that often surrounds mobile marketing.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.

Article

Looks at the forecasting trade and how the longer a forecaster is in the game, the more likely it is they will be unfairly reproached for being wrong.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

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.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

NEW DELHI: The Coca-Cola Company, home to some of India’s biggest beverage brands including Thums Up and Maaza, has re-oriented its digital properties toward content marketing in the country in a bid to tell better brand stories.

News

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

News

SHANGHAI: Food, especially festive specialities such as zongzi or mooncake, is the top driver for Chinese consumer spending during traditional Chinese holidays, a new survey has revealed.