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Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Case Study

This case study looks at how Parkinson Liga, a Belgian charity that aims to raise awareness of the disease, took recent research about writing's connection to staving off Parkinsons, and put handwriting at the centre of an empowering campaign.

Case Study

This case study describes how the Dutch-speaking Belgian radio station Studio Brussels capitalised on Dave Grohl's broken leg, an injury sustained in Gothenburg, cancelling the rest of the Foo Fighters' upcoming tour dates, including Rock Werchter, Belgium's biggest rock festival.

Case Study

This case study describes how Telenet, a premium Belgian telco, retained the value perception of its services by increasing the use of its Yelo Play app, an on demand service free to all customers.

Case Study

This case study describes how VisitBrussels, the Belgian capital's office of tourism, changed the city's fortunes after a terror attack by using the views of local people to provide the most accurate account of the city's atmosphere.

Case Study

This case study explores how San Pellegrino, the soft drinks brand, increased global visibility and sales through an extension of its long association with fine dining: the San Pellegrino Young Chef Award.

Case Study

This case study details how CzechTourism, the national tourist agency of the Czech Republic, targeted European travellers aged 18-26 years and generated interest in its CoolCzechGuide.

Case Study

This case study describes how Ford, the car manufacturer, launched the new Ford Focus in the Czech Republic by selling the car emotionally, using knowledge of the Czech, self-deprecating sense of humour.

Case Study

This case study describes a campaign by the People in Need NGO in the Czech Republic that encouraged people to buy 'a real gift' that could make people happy and save lives at the same time.

Case Study

This case study describes how Coral, a betting shop, increased bets and traffic to the company during the Cheltenham Festival (a horse racing event) in the United Kingdom.

Case Study

This case study explores how the Belgian branch of JC Decaux, the OOH media owner, showed marketing directors that outdoor is still effective, by putting a photo of each targeted marketing director on a billboard.

Case Study

This case study describes how Burger King, the QSR giant, opened 300 new stores in Italy, marketing the event using a particularly Italian phenomenon: the Umarells, old men who like to watch construction sites all day.

Case Study

This case study details how TG4, an Irish language state broadcaster, engaged younger viewers through a new television show.

Case Study

This case study details how the Table Tennis Association of the Czech Republic increased awareness of the sport and grew its membership base.

Case Study

This case study details how Eeskomoravska Stavebni­ Spooitelna (EMSS), a Czech bank, raised interest and use of its loyalty program in the Czech Republic.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study explores how SAS, a Czech data processing firm, found free media and regained market position, by crunching the data for serious news stories, making the company relevant again.

Case Study

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Case Study

This case study looks at how Lidl, the discount supermarket, differentiated itself from its main rival, Aldi, in Belgium by reinforcing its quality image and targeting a younger audience.

Case Study

This case study describes how the taxi-hailing app Hailo risked being forgotten about, so it aligned its brand with a historic vote: the referendum on whether Ireland should legalise same-sex marriage.

Case Study

This case study describes how the Italian spirit brand, Amaro Braulio drove awareness for its unique and historic product with the #MadeInCima hashtag, a nod to its alpine heritage.