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Case Study

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Case Study

This case study shows how Brooke Bond Red Label (BBRL) Tea, a tea brand, increased awareness by highlighting the social issue of discrimination against India's transgender community.

Case Study

This case study describes how Kimberly-Clark, the personal care company, promoted its U by Kotex feminine hygiene products to Canadian female millennials through a self-produced television series.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Case Study

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.

News

SAN FRANCISCO: Brands hoping to reach Generation Z may benefit from tapping the growing number of "micro-celebrities" active on platforms like Vine and YouTube, a leading executive from Microsoft has argued.

Article

This event report draws on insights from Microsoft to demonstrate how brands can reach members of Generation Z – people born between 1990 and the early 2000s.

Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Case Study

This case study describes how the Argentine Ad Council (Consejo Publicitario Argentino - CPA) created the first national campaign in Argentina to address the problem of bullying, and placed the issue on the national agenda.

Research Paper

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.

Case Study

This case study describes how the Turkish hair care brand, Elidor, connected with its 20-something female audience, encouraging them to spend more time with its Pink range.

Opinion

Rebecca Newman, Research Executive at MEC, explains how, using Media Z, the brand health study, MEC examined the characteristics of the television channels BBC Three and ITV2.

Case Study

This case study explains how Secret, a deodorant brand owned by Procter & Gamble, created a social campaign to reduce bullying in US schools.

Article

This article examines how the 'Adda', a concept that refers to intellectual debate and conversation, has evolved over the years in India and what it means to Indian youth today.

Case Study

This case study describes how Axe, the men's personal care brand, launched a new product targeted at men and women.

Case Study

This case study describes a global campaign by Anglo American, the mining multinational, which aimed to build its reputation in countries where it operated by taking an emotional, human-focussed approach.

Case Study

This case study describes how Refuge, a charity for women affected by domestic violence in the UK, used a subversive social media strategy to increase support.

Case Study

This case study describes how Unilver, the FMCG company, used interest based segmentation to promote its male grooming products in Malaysia.

Case Study

Dermacyd Teen, the intimate female hygiene soap developed for teenage girls by Sanofi, the global healthcare group, wanted to embed its product into the lives of its target consumers.

Article

This report discusses the growing feminisation of technology and why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in marketing, product design or company management.