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Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

Article

This event report outlines how General Mills, the fast-moving consumer goods group, is transforming its model of agency remuneration.

Case Study

This case study demonstrates how Seamless, the market leading food delivery service connecting diners and restaurants across NYC, transcended competition and elevated the brand by connecting with people's proud New York identity.

Case Study

This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.

Article

This event report outlines how American Greetings, the greetings card company, has successfully built its marketing strategy on "cultural tension".

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This event report outlines how General Electric, the industrial conglomerate, is showing off its innovation credentials with "business-to-human" marketing.

News

NEW YORK: In the search for comparable cross-media metrics, average audiences have been proposed as a standard that would put traditional and digital platforms on the same footing.

Article

This event report demonstrates how Arby's, the restaurant chain, revived its fortunes through a mixture of insight and marketing courage.

Article

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

Case Study

This case study describes how Apple, the technology brand, used its annual gift to fans to reinforce the emotional message that Apple products empower people to give meaningful gifts.

Case Study

This case study describes how Crocs, a casual shoe brand, used its signature design to reinvent itself as a fun brand, and reignite consumer love.

Case Study

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

Case Study

This case study describes how US animal rescue charity Dallas Pets Alive (DPA) changed the way people perceived rescue pets.

Case Study

This case study describes how the Bank of America helped revive the public interest in fighting AIDS by boosting donations to (RED).

Case Study

This case study explains how Chicago Blackhawks Charities (CBC), the philanthropic arm of the Blackhawks hockey team, sold the ice on which the team won the Stanley Cup to raise extra money.

Article

This article explains how brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers in an immediate and transparent way through live digital video.

Article

This event report outlines how Chevrolet, the auto marque, managed to turn a burgeoning social-media crisis into a successful short-term marketing campaign.

Article

This event report outlines six priorities for GE, the industrial conglomerate, as it tries to ensure its marketing output remains fit for purpose.

Article

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.

News

NEW YORK: With a week to go before the Super Bowl, 15 brands have thrown their hat into the advertising ring for the first time, some ready to blow the annual budget on one throw of the dice.

Case Study

This case study explains how Cadbury Creme Egg, the chocolate brand, reached people aged 16-24 in the UK with storytelling that focussed on mobile.

Article

This article argues that the most effective ads are emotionally appealing as these are processed subconsciously and build empathy.

Article

This event report show how General Electric is using native advertising as part of its wider content marketing mix.