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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.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Case Study

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

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

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Article

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

Article

Visa, the payments company, is using sensory branding to reach consumers in new ways.

Article

Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

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.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Case Study

The Hong Kong Jockey Club (HKJC) used an integrated campaign to increase awareness of how it strives to better society, and to build closer bonds between the brand and Hong Kong people.

Case Study

Special Olympics, the world's largest sports organization for children and adults with intellectual disabilities, launched its Dare to Play campaign in Belgium to promote the inclusion of disabled athletes into training and matches.

News

SINGAPORE: The Asian sponsorship market is expected to bounce back in 2018 following two lean years and is forecast to exceed $10bn by year end.