Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

153 results found
Sort by

Article

This event report outlines how The Kraft Heinz Company is using reverse auctions to procure various marketing services.

Case Study

This case study shows how Heineken Ireland, a global beer brand, built a strong communications campaign and delivered on commercial objectives during the Rugby World Cup (RWC) held in Ireland.

Case Study

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Article

This event report focuses on how GEICO, the insurer, has used a distinct storytelling strategy to engage consumers.

Article

This event report addresses how DDB North America, the agency network owned by Omnicom Group, is adapting to changing client needs.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Research Paper

Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour.

Article

This event report provide guidance for brands seeking to leverage product placement, based on the views of Starcom MediaVest and Turner Broadcasting.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Research Paper

There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.

Article

This article explains how two American insurance brands, GEICO and Farmers Insurance, have used humour to engage people and increase market share.

News

NEW YORK: Amazon Dash may have been met with a wave of scepticism by commentators, but the brands participating in the trials of the new push-button reordering service – including Procter & Gamble's Tide and Kimberly-Clark's Huggies – are quite ...

Article

This event report outlines four ways that Kraft, the food group, is pursuing data-driven engagement with consumers.

Article

This event report breaks down Kraft's approach to "agile and addressable" marketing – an approach seeking to move beyond mass-market messaging to more tailored, individualised communications.

Article

This event report demonstrates how Kraft Foods, the grocery group, is spearheading the data revolution, using the vast amount of data it collects to segment its audience for more effective targeting.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International, the owner of brands such as Fruit2o.

Case Study

This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions.

Case Study

This case study describes a campaign in Canada by Labatt Breweries, a beer company, to increase sales of its Kokanee brand with a reduced budget.

Article

This Company Profile from Euromonitor provides key details and analysis of Kraft Foods, the owner of brands such as Philadelphia, Milka, Cadbury's Dairy Milk and Oreo.

Article

In this long and detailed article, Martin Weigel, planning director of Wieden+Kennedy Amsterdam, draws on empirical evidence from marketing science to challenge many of the assumptions and received wisdoms of advertising and propose a better approach to brand communications.

Research Paper

Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.

Article

This presentation discusses media measurement and ROI in the UK. It questions if planners are focussing on the wrong KPI metrics.

Article

Total online advertising spend in New Zealand for Q4, 2012 was $98.62m, an increase from last quarter of 5% and up 12% from 2011.

Article

Total online advertising spend in Q3, 2012 was $94.02m, an increase from the previous quarter of 3% and an increase year-on-year of 5%.

Article

Total online advertising spend in Q2, 2012 was $91.42m, an increase of $12.21m from Q1, 2012. All channels continued to achieve positive growth when comparing Q2 to Q1, 2012.