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Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Case Study

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Case Study

thyssenkrupp, an industrial engineering and steel production conglomerate, was able to reassure its stakeholders and employees of its business commitment to the South American region via an extensive media campaign.

Case Study

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Article

A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Article

This Company Profile from Euromonitor provides key details and analysis of General Mills, Inc, the owner of brands such as Green Giant, Häagen-Dazs, Betty Crocker, Cheerios and Yoplait.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Advertising agencies still have considerable progress to make when it comes to achieving gender equality in senior leadership, and with talent management for female employees throughout their ranks.

Article

The agency sector is not immune to the problems of bias, prejudice and discrimination that have rapidly come to a head in many industries, and should strive to tackle these issues in a comprehensive way.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

Human skills are more, not less, important as technology advances but businesses need to face up to some difficult questions about how technology is used.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.