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News

Apple has overtaken Google to be named the most valuable brand in the US, according to new analysis from WPP and insights agency Kantar Millward Brown.

Opinion

In the final instalment of ANA Masters of Marketing insights from MediaLink, SVP Diana Naguib explores how the influence of AI will affect the industry in the year ahead, and observes how direct brand ownership of data will become more important than ever before.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Article

Major sporting brands are looking to extend their reach beyond existing markets, a trend that involves developing digital and content-producing capabilities.

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

News

Baidu, the tech giant often described as China’s equivalent of Google, has become the first Chinese company to join a US-led group that studies and formulates best practice for artificial intelligence (AI) technologies.

Article

Discusses media and entertainment (M&E) executives' perspectives on blockchain and how it can help address new challenges in the area of digital rights, advertising and digital fraud.

Case Study

KONE, an international engineering and service company, promoted its AI-powered elevator maintenance across Europe by launching a campaign that allowed people to hear intelligent AI conversations.

Case Study

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

Case Study

Shoe-d-vision, a shoe retailer in Denmark and Norway, adapted to the needs of consumers by efficiently targeting them with personalised relevant ads that increased ROI.

Case Study

IBM, a multinational information technology company, increased awareness of its Watson technology in the UK by launching an AI tennis pundit at Wimbledon.

Case Study

IBM, a multinational information technology company, showcased how multi-platinum producer Alex da Kid discovered talent for his single in the US with the help of its AI technology, Watson.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Article

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

Case Study

TD Ameritrade, a financial-services provider, was able to build awareness of its new offering by using digital to connect with its potential customers.

Case Study

Flonase, an allergy medicine, capitalised on a historic baseball moment to tell a compelling story and increase its category share position from fourth to third.

Article

Artificial intelligence based applications are emerging in a broad range of expert domains. News about Al based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation.

Article

The Association of National Advertisers (ANA), the industry body, is seeking to drive progress in the marketing industry through various means.

News

Brands around the world set a low bar for the experiences they deliver and struggle to keep up with consumers’ expectations, according to a new report from Jack Morton.

News

LONDON: S4 Capital, Sir Martin Sorrell’s post-WPP venture fund has published its first stock market prospectus, with a warning to agencies as it seeks to compete with the consultants.

Case Study

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.