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Opinion

Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.

News

GLOBAL: Strategy needed to go far beyond a creative asset in 2018, a WARC analysis of the 169 campaigns entered into the Cannes Creative Effectiveness Lions finds.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

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.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

News

CANNES: A combination of creativity, disruption and great advertising can grow brand value at far faster rates than any of these factors can do in isolation, according to a new analysis by Kantar Millward Brown.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

News

LONDON: Snapchat, the image sharing camera app, has answered critics of its measurement capabilities with a new deal with LiveRamp, which it says will allow UK brands to measure the impact of campaigns on offline sales.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Case Study

Telecoms provider Batelco devised a campaign that used entertaining mobile video content to target Bahrainis during Ramadan and increase market share.

Case Study

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.