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Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Article

Bricks-and-mortar stores are being re-imagined as price and assortment are no longer enough to guarantee footfall.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

The advertising and media industries face a growing talent crisis, a situation resulting in large part from inadequate educational efforts at the college level.

News

NEW YORK: Ford, the car manufacturer, believes the rise of connected and autonomous vehicles could potentially yield meaningful marketing opportunities for brands in the future.

Article

Ford is seeking to develop new connected and autonomous vehicles, and believes that these technologies will offer various opportunities for marketers.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Article

Ideas are crucial to content and the best are sustainable ones that can outlast a particular campaign to communicate the brand on a long term basis.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

The advertising and marketing sectors are facing a talent "crisis" as millennials look to other industries regarded as offering careers with both greater remuneration and a clearer sense of purpose.

News

GLOBAL: Campaigns for Whirlpool in the US and for KFC in the UK and Malaysia last night took the Grands Prix in the three categories of the WARC Awards, with nine Special Awards also being handed out at an event in London.

Article

This article details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Opinion

Anvar Alikhan tells the story of how HDFC Bank grew from being launched just twenty years ago with the liberalisation of India’s banking, to being more valuable than JPMorgan Chase - with the help of its tech evangelist CEO.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Case Study

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Case Study

This case study shows how Ford Motor Company's brand 'Ford Ranger' succeeded in repositioning the well-established Toyota HiLux as outdated, resulting in Australian drivers choosing the Ford Ranger and tripling its baseline sales growth.