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Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Opinion

To mark the launch of the Future of Strategy 2018, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

News

CHICAGO: Nickelodeon, the media company, is tapping into the power of nostalgia in a bid to strengthen its relationship with millennial consumers who retain an abiding passion for the television shows of their youth.

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Article

Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.

News

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

News

SYDNEY: Growth in the Australian media and entertainment space will depend on brands’ ability to foster trust among consumers, according to PwC, with ‘trust assets’ key to overcoming present concerns.

Article

1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space with marketing efforts based around sympathy.

Case Study

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Case Study

American Family Insurance, the insurance company, used emotional storytelling on social media to increase sales in the US.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

CNN, the news network, believes the concept of “brand safety” needs to be redefined in order to protect good journalism and marketers alike.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched The HeLa Project in the US to build excitement for the HBO film, The Immortal Life of Henrietta Lacks.