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Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

News

SINGAPORE/SYDNEY: Alcohol giant Diageo, a Publicis Groupe client in Australia, has expressed concern about the holding group's decision to not enter awards for at least the next year, calling it a "mistake".

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

News

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

News

LONDON: Millennial consumers value experiences more than possessions, an attitude that San Miguel, the Spanish beer brand, believes is no passing fad and one that can underpin its strategy for some time to come.

Article

In this article, the author warns brands against overestimating the customer's desire for enhanced customer experience management.

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Article

This article explores the challenges and opportunities that Latin American brands are facing as they adapt to social, political and technological changes in the region.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This article covers a forum discussing how traditional organisations can develop their communications to adequately speak to younger generations with new expectations.

News

EDINBURGH: Exports of Scotch whisky have increased for the first time since 2013, buoyed to a significant extent by strong demand in India and France, the latest trade figures have shown.

Article

The article explores the power of community, influencers and advocacy marketing in Asia's emerging markets and how brands can capitalize on these trends.

Case Study

This case study describes how Hennessy, a French cognac brand founded in 1765, found a more contemporary and relevant way to define itself for its US audience, re-earned the respect of its audience and generated fresh sales momentum.