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Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Research Paper

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Article

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

Opinion

How can experience be truly effective in a digital era. Experience is in fact one of the most effective ways to create meaningful relationships with consumers, but the cost of physical reach is high and metrics often too ambiguous to justify budget.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.

News

Chinese search giant Baidu is using artificial intelligence and deep learning to develop an “omni-marketing” approach that has delivered significantly improved results for advertisers such as Jaguar.

Article

Baidu, one of China’s largest tech companies and often compared to Google for its search capability, has developed a deep learning system that combines search intent, buyer behaviour, and real time location data.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Article

Details how Northstar Research created its own versions of reality TV shows The Apprentice and Come Dine With Me, explaining the processes involved and how it used them to gain insights from the participants.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

News

BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Article

Jaguar Land Rover, the British car manufacturer, along with Northstar took the format of 'The Apprentice' to conduct market research and present it in an engaging way.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Jaguar Land Rover, an automotive company, used the guise of the television show 'The Apprentice' to execute data streams across various markets and gain valuable insights.

Article

2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.

Article

Provides brands with key information on how to respond to disruption, with key success stories from brands such as the streaming company Netflix.

Case Study

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.