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Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Case Study

Wonderbly, a publisher of personalised children's books, used media spend to drive 73% of global sales with this being particularly effective across the gifting period.

Case Study

The AA, a British motoring association, increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

Case Study

Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

Article

Highlights three key learnings for best practice guidance in marrying channels in an integrated media strategy to maximise ad receptivity.

Case Study

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Case Study

Guide Dogs, a British charity, took a new approach to its ads by taking the form of poetry and focusing on the people who are able to live their lives because of guide dogs rather than on the dogs themselves.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Case Study

NASCAR, a company that sanctions and governs multiple auto-racing sports events, promoted its event, The Chase, across the US and reached a younger audience by creating a set of films for social media.

Case Study

AXE, a deodorant brand, created a hub and video series for young men in Indonesia to help them on their journey of self-discovery via advice and true stories from brand ambassadors.

Case Study

Drug-Free Kids Canada, a non-profit organization, created a video and SMS campaign to encourage conversations between parents and teenagers about driving while high.

Case Study

Surf, a detergent brand, launched a campaign called Surfshine offering career advice for South African women to increase brand loyalty and sales.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Opinion

The news that Facebook is developing an app that will let its users easily watch video from the site on their smart TVs should not come as much of a surprise.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Research Paper

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Case Study

This case study describes how German car manufacturer Opel, used red button technology for the first time to launch its Corsa model.

Case Study

This case study describes how Foxtel, Australia's leading pay television company, reduced the price of its starter pack to kickstart growth.

Case Study

This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.

Case Study

This case study describes how Butlin's, a heritage holiday company in the UK, created new packages to attract fresh clients and accelerate growth.

Case Study

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.