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Case Study

Peugeot, the global automotive brand, used customer research data and programmatic buying to promote its cargo minivan product in the Dutch market.

Opinion

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.

Research Paper

Brands need to understand how consumers perceive them, but surveys and other methods for retrieving data are time consuming and expensive, so the participants in this study used social media to leverage the structure of relationships between brands and consumers.

Case Study

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.

Case Study

Akbank, a bank in Turkey, used Google data to reach its target audience across mobile, which resulted 131% more credit cards applications.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

SEOUL: BMW’s problems in South Korea continue as, following a spate of fires and the recall of more than 100,000 vehicles for safety checks, the government has indicated it will require owners of unchecked BMWs to stop driving them.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Research Paper

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

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Case Study

McDonald's, an American fast food company, launched the Rising! Chinese Hip-Hop campaign in China, to rejuvenate the McDonald's brand among Chinese millennials.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.

Gunn Report

Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Article

McLaren, the F1 constructor, exists somewhere between the realms of a sports team and a media owner, with the demands of finding engagement for its sponsors, whatever happens on the track.

Article

Global strategies, campaign updates and trends in the mass-market auto category.