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News

WELLINGTON: Kiwibank successfully grew market share versus New Zealand’s big banks by focusing on financial education and behaviour change via its own unbranded TV show, according to a senior executive at the financial services brand.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Research Paper

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

News

BEIJING/SAN FRANCISCO: Google has launched an artificial intelligence game in the form of a mini-app that will sit within Tencent’s WeChat platform, a sign not only of the company’s ambition to re-enter China’s consumer market but ...

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

News

BEIJING: WeChat now boasts one million mini-programs that are helping to increase user engagement with the Tencent-owned messaging app and which are attracting the attention of brands keen to exploit commercial opportunities.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Gunn Report

After a series of real-life mistakes made by competitor airlines, Velocity Frequent Flyer, the frequent flyer programme of Virgin Australia, released its own ‘mistake’ but then vowed to honour it; the stunt rebuilt consumer trust and resulted in the brand’s biggest transfer campaign in its entire history.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.

Case Study

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Case Study

Suzuki, an automotive brand, stood out against the endless ads in the UK featuring cars driving through hills by creating a campaign that didn't look like other media campaigns.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

Reveals the strong correlation between ads that achieve a minimum attention threshold and sales conversions and expands on how size of ad, type of website and user experience all have a part to play in the impact on attention to advertising.

Case Study

The Hong Kong Jockey Club (HKJC) used an integrated campaign to increase awareness of how it strives to better society, and to build closer bonds between the brand and Hong Kong people.