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Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

News

HOLLYWOOD, FL: Marketers hoping for stronger creative work must look beyond a reliance on templates when crafting briefs, and instead make this process a truly collaborative exercise with their agencies.

Article

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

News

BEIJING: Sportswear brands Nike and adidas lead the way when it comes to achieving reach in China through key opinion leaders (KOLs), according to a new study which comes as Unilever’s Keith Weed has warned that unethical influencer practices ...

Article

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

News

HONG KONG/NEW YORK: Tencent Holdings, the Chinese internet giant, has secured a deal with Major League Baseball (MLB) of the US to live stream MLB games and highlights, including the World Series, to its huge base of online users.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

LOS ANGELES, CA: The US National Basketball Association sells the experience of games, but the disparity between watching the game on television and watching it courtside is falling away, as the league experiments with new visual media following a ...

Article

Turner, the media company, has shifted its marketing focus away from talking about "consumers" and is instead focusing on "fans".

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

News

SINGAPORE: Twitter is ramping up its involvement in live sports in Asia Pacific with the expectation that sports bodies prefer it to the likes of Amazon and Facebook.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.