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Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Article

This event report outlines how The New York Times is seeking to build its brand at a time of considerable turmoil in the media industry.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.