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Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Case Study

Nissan, the car manufacturer, created a new measurement – Camelpower – to showcase the capabilities of its off-road car models in the Middle East.

News

LONDON/SAN FRANCISCO: Cannes Lions and HP, the US tech firm, have launched a pilot mentoring programme aimed at building and strengthening diversity among creative talent in the advertising industry.

Research Paper

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

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Article

Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

News

LONDON: Leading brands, including Mars and Adidas, have once again pulled their advertising from YouTube, this time following claims that their ads were appearing on videos that are being viewed by paedophiles.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Article

Looks at how marketers can use data in their marketing strategy and provides three tips successfully employed by Susan Popper, SVP of experience marketing at HPE.

Case Study

HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Case Study

Watch brand Titan used a multimedia strategy to launch its smartwatch in India.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Case Study

HP, an IT based company, drove awareness of its new HP-Spectre laptop by producing a video that tapped into the emotional side of the brand.

Case Study

HP, an IT company, connected with its audience in India and communicated its message surrounding Diwali by creating a digital audio ad that showed the importance of gift giving.

Case Study

Microsoft, a technology company, raised awareness of its new HP Spectre laptop in the UK by collaborating with Conde Nast to produce a video content series, using LoopMe's AI technology.

Case Study

Telkomsel, a telecommunications brand, collaborated with Rexona, a deodorant brand, to increase its brand engagement and awareness through targeted SMS and Interacted Voice Response.