Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


159 results found
Sort by

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study demonstrates how The Shelter Pet Project, a collaboration between the Humane Society of the United States, Maddie's Fund and The Ad Council, used homeless pets online to transform the way America thinks about these pets.

Article

This article explores China's fast-growing influencer (Wang Hong) market and how brands can create effective KOL strategies, including monetization and choosing the right channels.

Case Study

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

Case Study

This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.

Case Study

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

Article

This article argues that data, like gold, is a low risk high return marketing investment that will drive a competitive advantage in a commoditised market.

Case Study

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

Research Paper

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

Case Study

This case study explains how Western Digital, an American IT brand, increased awareness and consideration for its personal cloud storage product.

Article

This report examines Chinese mothers' attitudes towards infant nutrition and demonstrates how brands can communicate with these mothers on social media, based on data from WeChat, the messaging app.

Research Paper

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

Research Paper

This paper observes the shifts in the role of money, as it gains a larger digital presence, and what this means for merchants and financial services.

Research Paper

Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes.

Case Study

This case study explains how Unicef, the international children's charity, created a mobile app to engage with people aged 18-35 in the US, in its 'Tap Project', which seeks to reduce deaths from preventable illnesses caused by dirty water.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

Article

This article examines what consumers in UK, USA and China think about the honesty, transparency and ethics of brands.

Article

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.

Article

This event report describes how Siemens, the engineering and electronics conglomerate, used a partnership with Disney, the mass media corporation, to enhance its local credentials in America.

Research Paper

This paper discusses the impact of big data, arguing that if used correctly it can have a positive impact, but that there are a number of perils which may not be apparent.