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Gunn Report

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Case Study

Tostitos, a tortilla chip brand, launched a Super Bowl campaign in the US without airing a single commercial by creating a Tostitos bag that doubled up as a breathalyzer.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Article

Reveals the books that influenced Allan McLaughlin, CEO of the BD Network.

Case Study

AXA, the insurance firm, used targeted conversation about the weather through digital out of home (DOOH) to improve the brand’s reputation in the UK.

Case Study

AXA, the international insurance firm, increased sales and brand awareness by using digital out of home and mobile data to target consumers with conversations about the weather in the United Kingdom.

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.

Case Study

This case study describes how Pop-Tarts, the toaster pastry brand, reversed sales decline in the US by launching a new product aimed at millennials.

Case Study

This case study looks at the organ donor registration, non-profit brand, Donate Life America, who used the 'Even an Asshole Can Save a Life' campaign to convince millennial males in the USA to become organ donors.

Case Study

Spin Master, a toy manufacturer, successfully coordinated the world launch of its Hachimal toy through a teaser campaign that relied heavily on influencer content and earned media.

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

Case Study

American Greetings (AG), a greetings card company, launched a campaign in the US to increase brand growth and card sales.

Case Study

Arby's Restaurant Group, a fast food chain in the US, utilized talk show host Jon Stewart's criticisms of its brand as a chance to get involved in popular culture in order to gain brand relevance and consumer engagement.

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.