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Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

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Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

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Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

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Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

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Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

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Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

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Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

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Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

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Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

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The Advertising Research Foundation (ARF) conducted a survey to better understand consumer attitudes towards sharing their data with businesses.

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The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

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Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

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Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.

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Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

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NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

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TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

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A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

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360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

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20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.

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360i, the agency, believes that voice technology is a major disruptive force that every marketer has to plan for.

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The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

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TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

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Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

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Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

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Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.