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Research Paper

An analysis from ThinkTV of the 2017 Australian Effie finalists shows that effectiveness can't be bought and that simple strategies are key to success.

Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

Men's suiting brand Raymond Limited championed women in an eye-catching Father's Day campaign on social media.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

News

BRUSSELS: A campaign by Aldi and McCann Manchester in the UK and Ireland, which placed a humanised carrot at the centre of a Christmas campaign to emphasise the magic of the holiday season, has won Grand Prix at the EACA Euro Effie Awards.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

Amnesty International, an international Human Rights organisation, influenced the way refugees are perceived by people in Europe with its ‘Look Beyond Borders’ campaign.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its furniture brand by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its sales decline into growth by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

Case Study

Meetic, a dating app, launched its brand across Europe with a video campaign that challenged conventions of the online dating category by telling millennials to be authentic.

Case Study

Swisscom, a Swiss telecommunications provider, generated awareness for its new mobile product offer by launching digital display ads on porn websites.