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News

SINGAPORE: WARC today launches the 2018 WARC Prize for Asian Strategy, seeking the best evidence of strategic marketing thinking in Asia.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

News

PALM DESERT, CA: Nike, Kellogg and PepsiCo are among the established players responding effectively to the growth of the “direct-brand” economy, according to Randall Rothenberg, President/CEO of the Interactive Advertising Bureau ...

News

WASHINGTON DC: American consumers greatly prefer TV ads over any other channel and this is because TV ads are regarded as entertaining while they also combine video and audio elements, a new survey has found.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

Katherine Allmandinger, Manager of Strategic Insights Health & Wellness at Nielsen, explores the health and wellness trends happening across the store that are leading manufacturers and retailers to meaningful growth.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Opinion

Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .

Research Paper

Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Case Study

Cereal brand Kellogg's became a breakfast advocate in India promoting the consumption of the most important meal of the day.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

News

NEW YORK: The Kellogg Co., the food manufacturer, is tapping more “agile” ways to determine return on investment (ROI) in order to help it adapt marketing strategies at greater speed.

Article

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

Article

The Campbell Soup Co., the food company, is using voice-activated technology driven by artificial intelligence to connect with consumers.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.