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Article

Global strategies, campaign updates and trends in content marketing.

News

Facebook is struggling to attract an audience to its Watch platform, rendering the service lacklustre to advertisers and, for some execs, not worth staying for.

Article

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Durex, a condom brand, convinced India's youngsters to make their first sexual experience enjoyable and safe with innovations that made condoms inconspicuous to buy and carry.

News

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy, according to a senior executive at MTV, the youth-oriented TV network.

Article

Video has gone far beyond an online ad or a TVC, with a multitude of competing platforms, each with their own styles and strengths, understanding how to best use video assets is crucial.

Article

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy.

Case Study

Roadies, an adventure-reality show, launched the Dare To Stare challenge across India to increase viewership rates and engage with fans through a mobile staring contest.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

News

NEW YORK: Viacom, the American media conglomerate, will open up three new content hubs in London, New York, and Buenos Aires, with a brief to extend the company’s short-form digital content output for three of the company’s brands: MTV, ...

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Hostelworld, a hostel-focused online booking platform, changed the perception of hostels among young travellers by launching branded video content in the UK that documented celebrities staying in hostels.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Case Study

Media company Viacom18 launched campaign Sunday is Her Holiday to raise awareness of and respond to the selflessness of women's efforts for the home and family in India.

Case Study

Adidas Originals, a sportswear brand, launched an original song and music video to encourage young people in North America to be creative, which coincided with the release of its new sneaker, NMD.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

Case Study

M&M's Caramel, a chocolate and sweets brand, launched a campaign with the 2017 MTV Movie and TV Awards in the US and Canada to raise awareness around the unveiling of M&M's Caramel.

Case Study

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

Case Study

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

Case Study

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.