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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.

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.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Gunn Report

Contains the creative for the 'Ultimate Giving Pleasure' campaign for BMW by the agency FCB in Russia.

Opinion

Super Bowl LII is upon us, and the US ad industry has been stressing over creating the ad to end all ads: powerful, emotional storytelling sure to stun any Cannes jury.

Article

More and more market sectors are facing uncertainty as they become challenged from two directions: big platform-based companies on the one side and challenger brands on the other.

Opinion

The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Article

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

Examines how marketers can best reach commuters through reliance on a combination of traditional and digital platforms as tools of engagement.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Article

As cars evolve, so too does their marketing and traditional product-led advertising is giving way to a new approach as in-car technology takes centre stage.

Article

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Case Study

Mercedes-Benz, an automotive brand, created the 4MATIC Book campaign in Italy to build awareness of the 4MATIC technology and demonstrate the brand's dedication to innovation.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Mercedes-Benz, the automobile manufacturer, challenged Ferrari’s dominant media profile at the Monza F1 Grand Prix in Italy by uniting its fan base through social.