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Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

News

GLOBAL: BBDO NY and MediaCom have won the Grand Prix in two categories in the Warc Media Awards for their work for confectionery maker Mars.

Article

This event report outlines five key principles which marketers should consider in seeking to connect with consumers.

News

GLOBAL: Mars-owned confectionery brand M&Ms, retailer John Lewis, tea brand Brooke Bond Red Label and the US Army have won Golds in the Effective Use of Partnerships and Sponsorships category in the Warc Media Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Hershey Co. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the confectionery market.

Article

The article outlines how Mondelez, Moleskine and Secoo are using Single's Day, the world's biggest e-commerce event, as a starting point to grow their e-commerce presence in China with CRM and data-driven strategies.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Article

This article outlines how Procter & Gamble, one of the world’s largest FMCG companies, used virtual reality, programmatic buying and data innovation to transform its marketing.

News

GLOBAL: The most engaged consumers are male, married and millennial, according to new research that also finds Scandinavians among the least engaged consumers in the world.

Case Study

This case study shows how M&M’s, the Mars-owned confectionery brand, celebrated its 75th anniversary by using digital platforms and partnerships to reinterpret its history and drive renewed relevance for a new generation.

Case Study

This case study shows how communications agency OMD Spain got employees more involved and engaged in using new time-tracking software.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Case Study

This paper describes how soap brand Lux relaunched its brand proposition in India.

Case Study

This case study shows how Star India, a sports channel, reinvigorated the ICC World T20 tournament through a multichannel campaign featuring the players' preparations for the games.