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Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Case Study

This case study describes how Polyseam, a UK-based sealant and filler manufacturer, developed the branding for its new all-in-one adhesive and sealant by creating a range of simple, boldly designed products that leveraged the building trade's trust in the brand.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Article

This article reports ten facts about CMOs that agencies wouldn't necessarily know, with the aim of shining a light on running the public arm of massive organisations in the UK and beyond.

Article

This article examines the phenomenon of Black Friday, the one-day shopping frenzy and a US retail export to the UK, and considers its effects on brands.

Article

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.

Case Study

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market.

Case Study

This case study explains how Homebase, the home and garden retailer, used targeted seasonal offers to increase the incremental value of its customers.

Case Study

This case study explains how Homebase, the home improvements retailer, increased the efficiency of its direct mailing by increasing targeting based on patterns from behavioural.

Case Study

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

Case Study

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.

Article

This article sets out what brand purpose is, why an organisation would aspire to one, and how a business should go about creating purpose.

Case Study

his case study describes a campaign in the UK by Ikea, the home furnishing retailers, which targeted parents aged 25-44 with an ad made from a child's point of view.

Article

This event report outlines several areas where the client-agency relationship could be improved from a client perspective.

Case Study

This case study describes how Homebase, the UK-based home improvement retailer, uses data analysis to identify sales opportunities.

Article

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable.

Case Study

This case details the revival Homebase, a UK DIY and home-improvement retailer that had lost resonance with its audience, fallen far behind its richer, larger competitor, B&Q, and also faced a shrinking market where people had less money to spend.

Case Study

When sales in the UK's DIY and home improvement sector fell away in 2008, retailer B&Q needed to do something different to inspire the market.

Case Study

Dulux, market leader in the UK paint market, wanted to leverage its position by launching a range of brushes and other painting accessories to provide consumers with a complete home decorating system.

Article

This article considers the customer journey relating to three groups: customers, companies and consultancies.

Case Study

To maximise sales at Easter, a key time for gardening products, the UK-based Focus DIY retail chain needed to stand out from the bigger players in the market.

Article

In 2011, many of the IPA Effectiveness Awards submissions centrally featured experiential elements. What can be observed about the measurement of experiential marketing from these cases? And what obstacles still remain in the quest to understand the value it can add to the bottom line? Experiential has a fragmented identity that makes it difficult to draw conclusions and industry benchmarks are few.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

News

LONDON: Procter & Gamble, L'Oréal and Reckitt Benckiser were the highest-spending TV advertisers in the UK last year, new figures show.