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News

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

Article

Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

CANNES: Mastercard, the payments company, is leveraging experiential marketing to engage consumers around their passion points, a shift that partly reflects an internal view that classical advertising is “dead”.

News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Article

The New York Times, the media company, has taken a multi-faceted approach to strengthening its brand.

Case Study

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

Case Study

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

Research Paper

This conference note discusses a novel method of obtaining an implicit measure of how Brexit identity primed discriminatory behaviour.

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

Opinion

Brands and agencies must accept that innovation cannot be credibly preached inside their organisations without a better understanding and adoption of risk theory, says Tim Williams.

Article

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Case Study

The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.

Case Study

Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

Article

Offers advice on how experiential might work in different ways for a brand, using examples from the likes of David Lloyd, Jet Blue and The Economist.

News

NEW YORK: Nearly 200,000 female students have become new subscribers to The Wall Street Journal after the business publication made a conscious decision to close the gender gap in its reader base and following a successful ad campaign.

Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.