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News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Article

Global strategies, campaign updates and trends in the insurance category.

News

PALM DESERT, CA: Glossier, the beauty company, believes that its “community-first” ethos has been vital to building meaningful bonds with consumers and spreading impactful word of mouth.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

News

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

The 4A’s (American Association of Advertising Agencies) is taking active steps to counter prejudice and bias within the agency sector, an effort spearheaded by its “Enlightened Workplace Certification” program.

Article

The agency sector is not immune to the problems of bias, prejudice and discrimination that have rapidly come to a head in many industries, and should strive to tackle these issues in a comprehensive way.

Article

A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

News

LAS VEGAS: Univision, the media company, is leveraging the power of digital influencers to drive consumer engagement with content across traditional and online channels alike.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Article

The Univision Creator Network (UCN), an influencer-marketing unit of media company Univision, believes that online content creators can offer unique benefits from a marketing perspective.

Article

A growing number of brands are seeking to sell their products directly to consumers, a shift that reflects the broader evolution of the marketing ecosystem.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

Article

Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.