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Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

News

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

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.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Case Study

This case study describes how US insurance company State Farm Insurance entered the world of smart home technologies to understand its customers better and so gain an advantage in a cluttered marketplace.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Article

This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

Case Study

This case study describes how Allstate, an 85+ year-old insurance company, used a fresh media campaign to make its old-fashioned brand relevant among young social media users in the US, prompting them to reconsider their current insurance provider.

Case Study

This case study shows how LiveOnNY, a nonprofit New York organisation for organ, eye and tissue donation, increased brand awareness and participation using a short animated video.

Case Study

This case study describes how Geico, an American auto insurance company, reinvented pre-roll advertising in order to connect with millennials, the only growing demographic in the ultra-competitive world of auto insurance.

Case Study

This case study describes a single impact event from Allstate, the US insurer, at the Super Bowl, holding a 4-hour 'Mayhem Sale' of items from a couple who let the world know they were at the game, and not at home.

News

NEW YORK: Although e-sports account for just a fraction of the $100bn video game industry, an increasing number of major brands are allocating part of their advertising budgets to the scene.

Article

This paper details Millward Brown's AdReaction Video study, an attempt to find out what people think of video ads on different screens, how they watch videos – and for how long – and how to create ads that customers won't want to skip.

News

HOLLYWOOD, FL: GEICO, the insurance provider, has benefited from adopting a "multifaceted" approach to storytelling that uses various characters to show off the diverse components of its brand.

Article

This event report focuses on how GEICO, the insurer, has used a distinct storytelling strategy to engage consumers.

Article

This article explains how marketers can get the best from YouTube and stand out from the crowd within just a few seconds by fully understanding the mechanics and associated pitfalls of the platform.

Article

This article discusses how to create content that will be relevant to sports fans, enhance experiences, and take advantage of mobile's unique capabilities.

Article

This event report demonstrates how Progressive Insurance keeps its marketing fresh and disruptive - two crucial tasks in a highly competitive category.

Article

This article asks why big firms don't see problems coming when continuous monitoring of consumer opinion is readily available via a range of research techniques.

Article

This article provides ten steps to creating responsive mobile communications, which is imperative for brands as consumers spend so much time on mobile.

Opinion

This post is by Gail Marie, brand journalist at McKinney . Call them stories, narratives or yarns, science has proven that they can "change our attitudes, beliefs, and behaviors." So says Paul J.

Opinion

This post is by Ben Essen, head of planning at iris . Question.

Case Study

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.5 million saved on buying a cheaper TV slot immediately after Super Bowl.