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Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Case Study

Confectionery brand Alpenliebe used a TV, print and digital strategy to introduce a price hike in India.

Case Study

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Hostelworld, a hostel booking brand, successfully advertised hostels to young travellers with its 'Unexpected Guests' campaign that featured various celebrities and current events comedy.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

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.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

Article

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Case Study

This case study details how Interac, a non-profit interbank network, increased transactions during the holiday period in the Canadian market.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This paper explores how Barbie, the Mattel-manufactured children's doll, adopted a new positioning that rejected the identikit image of American beauty that had defined her past, and embraced diversity and aspiration.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Research Paper

This paper describes some of the creative research methods used in a project for the Dutch Tax and Customs Administration (the tax authority), which wanted its employees to understand taxpayers and encourage more of them to submit their tax declaration themselves.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Research Paper

The paper describes a qualitative research project by MTV India, the television channel, that investigated the relationship between content and youth identity among India's centennial generation.

Case Study

This case study explores how ALDI, the discount supermarket, stole share from the big 2 Australian supermarkets by celebrating the battle that is Christmas.

Case Study

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

Case Study

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.