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Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

News

BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

News

GLOBAL: A campaign created by FP7/CAIRO for soft drinks brand Coca-Cola around the African Cup of Nations has won the Grand Prix in the Effective Content Strategy category in the 2018 WARC Awards.

Article

General Motors, the automaker, has tapped the power of video research to help bring its consumer insights to life in compelling ways.

Case Study

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Case Study

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Article

The way we buy cars is changing, says Auto Express, a UK car magazine, and brands and editorial are increasingly working together to help consumers through a confusing landscape.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

News

SINGAPORE: Content marketing should focus on specific audiences, localisation and getting consumers to participate and contribute, according to a former GE executive.

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

Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Article

Technological change is occurring at a rapid rate, and events like CES provide a window for brands to understand which new offerings are of vital importance, and those that are of relatively limited appeal.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.

Article

Discusses the success of voice technology and why it is becoming an essential part of brand marketing.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

General Electric, the industrial conglomerate, successfully used branded content to show off its credentials as an innovator and a pioneer in the renewable-energy revolution.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Case Study

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

Article

Details the key reasons why Facebook is the most popular platform among B-to-B marketers.