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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Article

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

PARIS: LVMH, the world's biggest luxury group, is planning to debut a new multi-brand e-commerce platform as early as June and the company's chief digital officer is confident it will have an edge in an already crowded online market.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

News

EUROPE: The UK has the worst viewability rate in Europe for banner ads, according to a new report which suggests that the growth in mobile advertising expenditure is contributing to a continent-wide decline in ad viewability levels.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.