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Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Article

This article examines the current problem of digital transparencies from the client's perspective, providing best practice on what to ask media agencies in order to ensure advertisers can navigate the complex challenges of the digital landscape.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

In this article, the author warns brands against overestimating the customer's desire for enhanced customer experience management.

Case Study

This case study shows how EDF Energy, a UK energy supplier, increased conversions to its opt-in paperless bills through targeted email.

Article

This short article lists the books that influenced James Hudson, head of digital at Zenith.

Case Study

This case study describes how Ovo Energy, an independent energy company, launched a campaign to showcase its people-centred approach, breakthrough the mistrust of the sector and grow its customer base.

Case Study

This case study shows how EDF, a French energy company, diversified its business away from just providing electricity - and became instead a well-known supplier of innovative services.

Article

Following the recent VW emissions scandal, this article describes a growing crisis in trust and why the old model of public relations is no longer fit for purpose.

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 event report describes the 'Facebookisation' of culture, whereby social media is changing how people communicate.

Case Study

This case study shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.

Article

This article uses lessons from psychology to understand the long term impact of the last economic crisis on British consumers' habits.

Case Study

This case study demonstrates how Royal Mail, the UK postal service, made its stamps commemorating the London 2012 Olympic and Paralympic Games stand out from a crowded memorabilia marketplace.

Case Study

This case study describes how British Gas, the UK energy provider, redesigned its bill as part of a company-wide initiative to regain trust with its consumers.

Article

In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers.

Article

Creativity will always be more art than science, but numerous presentations at the 2013 Cannes Lions International Festival of Creativity showed that following certain procedures can foster the development of innovative ideas.

Article

This report summarises latest findings from a research project undertaken by ad agency RAPP, which aimed to find out how UK consumer spending habits have changed in response to the recession and subsequent government cuts, and what opportunities there are for brands to occupy the new niches that are emerging in the economy.

Opinion

Ever tried haggling in a high street shop? If you’re British, the chances are you’d see it as being a bit beneath you – embarrassing, even.

Case Study

The UK government wants smart meters installed in all households by 2019, with a national roll-out starting in 2014.

Article

Discussion of opportunities for brands in the Latin American region, as discussed by presenters at the Festival of Media Latin America 2012 conference.

Article

Trust is high on the corporate agenda, but it is a complex issue. First, there is the distinction between trust and confidence.

News

NEW YORK: General Electric, the conglomerate, is focusing on "urban innovation" as it seeks to develop new technologies capable of driving growth over the long term.

Article

Maslow's Hierarchy of Needs pyramid can provide a checklist for brands which aspire to become meaningful.

Article

The fast pace of the digital age has changed planning from a strategic role to one of tactical, reactive campaign management.