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Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Case Study

Vitalite, a dairy free spread, redesigned its packaging in the UK to showcase its dairy free aspect in a continually growing dairy free sector.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Case Study

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Gunn Report

Contains the creative for the 'Manboobs' campaign for MACMA by the agency DAVID in Argentina.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

LONDON: For British consumers, the arrival of Christmas is signalled not so much by a spate of seasonal advertising as by the sight of festive foodstuffs in store.

Case Study

Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

Knorr, the German food brand, used timely mobile communication to convince UK mums that its Naturally Tasty range was a valid recipe mix choice.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at how SMEs can benefit from commissioning external research.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.