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Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Article

20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.

News

NEW YORK: Traditional pay-TV companies should brace themselves for considerable revenue losses this year, as up to 5.4 million Americans indicate they will cut the cord in 2018, a new survey has revealed.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Opinion

It has now come to the point that brands have started stretching storytelling too far, turning it from a good way of thinking about themselves into a bad way of trying to connect with consumers, says Malcolm White.

Case Study

Sandy Hook Promise, a non-profit organisation, increased average sign-ups by launching a misdirecting film that caught US viewers by surprise when it gets interrupted by an active shooter.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

Article

Sir Martin Sorrell, ex-CEO of WPP, outlines why he’s so optimistic about the role of India in the international advertising industry and why he believes starting from a clean slate is an advantage.

Case Study

The Communication and Information Technology Commission, a government body, used an animated film and events to explain the dangers and risks of the internet to children in Saudi Arabia.

News

MUMBAI: Sir Martin Sorrell believes the advertising and marketing services industry is in a state of flux and that the structural and cyclical disruption currently taking place offers new opportunities for growth.

News

NEW YORK: Ratings success doesn’t trump racism, as Roseanne Barr has discovered after ABC scrapped a planned second series of her revived show following a “repugnant” comment about a former adviser to President Obama.

News

LANFORD, ILL: The ratings success of Roseanne, the blue-collar sitcom starting Roseanne Barr revived after 20 years, is partly due to a decision to stick with broadcast television which has ensured the greatest possible reach.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

Opinion

The New Yorker's media writer, Ken Auletta, has written a book about advertising in the 21 st Century.

Article

Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.

Case Study

Carnival Corporation, a cruise company, launched its Caribbean is Open campaign in the US to increase sales of Caribbean trips, support damaged Caribbean islands and show consumers that they can safely travel to other islands.

News

NEW DELHI: The children’s TV genre in India is expected to grow at least in line with the wider TV market this year, despite a minority watching kids’ TV channels, according to industry figures.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

News

LONDON: Despite recent controversies around programmatic – surfacing ads next to inappropriate content, for example – best-practice examples show how it can be used effectively, according to a new WARC report.