Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


259 results found
Sort by

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article details how brands are successfully using social media videos to engage with consumers and notes some ways in which they do this.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

Case Study

This case study describes how B'lue, a new water-based drink, launched in the Philippines by building a strong association between a new movement and the product.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This case study discusses how the Bank of Montreal used its sponsorship of NBA Canada, the basketball association, by creating a unique remote-control talking basketball - that spoke the language of the fans, and connected with the bank's target audience of young people.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study describes how Gatorade, an American manufacturer of sports beverages, cemented the legacy of a leading female athlete by deactivating her social media accounts.

Case Study

This case study describes how Getorade, a sports drink developed in the US, boosted Getorade's brand image by releasing a film featuring footballer Lionel Messi.

Article

This article aims to provide marketers with an overview of Snapchat, the photo and video messaging platform, that has recently opened up to publishers and brands, and now reaches 41% of 18-34 year-olds.

Article

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.

News

NEW YORK: Gatorade, the sports drink manufactured by PepsiCo, makes driving "brand love" one of the core goals behind its marketing communications.

Article

This event report examines how Gatorade uses multiple platforms to promote its products and build it brand.

Opinion

An early indication that a campaign will appear on Warc one day as an effectiveness paper is when it is fervently shared at launch.

Article

This article explores how brands can achieve nirvana by connecting video ad spend to product sales, and deliver a solid ROI measurement.

News

CANNES: PepsiCo, the food and beverage manufacturer, believes its new in-house studio – called the Creators League – could soon help its major brands "fund their own marketing" by selling content to media companies.

Article

This event report outlines how PepsiCo, the food and beverage group, has enhanced its in-house capabilities to create content with the formation of the "Creators League".

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

News

NEW YORK: It's long been the case that marketers' spending on mobile hasn't matched the time people spend with the channel, but the gap of $22bn in the US alone, identified by Mary Meeker in her latest internet trends report, still comes as a ...