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Article

This article highlights how improving product and service innovation can better the customer experience.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study demonstrates how Mattessons, the processed-meat products manufacturer, connected with UK teenagers using co-creation and social media, successfully changing its marketing model.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Case Study

With more than a million UK households joining the 'meat snacking' category in the last 12 months, penetration was the key opportunity for the Peperami sausage snack brand.

Article

Advertising is a weak force in the sense that it doesn't have the ability to change opinions the way that recommendations from family and friends (and even authority figures) can.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Research Paper

With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems.

Article

The pressure to measure effectiveness has risen with the increasing influence of client procurement departments and the global recession.

News

LONDON: Unilever, the FMCG giant, is adapting its approach to branding and marketing in response to several major trends that are reshaping consumer preferences and behaviour.

Article

Most people involved in brand marketing would agree that an element of continuity is generally a good thing.

Article

Opensourcing, crowdsourcing, co-creation and mass collaboration are forces that will change the nature of advertising and of work itself.

News

LONDON: Unilever, the FMCG giant, is launching a major co-creation drive as it seeks to find innovative ways of connecting with its target audience.

Article

This article reviews 30 years of IPA Effectiveness case studies, highlighting campaigns that have performed strongly on constrained budgets.

Opinion

It's Advertising Jim, but not as we know it. In 2006, Jeff Howe wrote about crowdsourcing in areas such as TV content, Amazon's web-based marketplace for computing tasks, and Corporate R&D, including the story of how outsourcing had solved a problem that had stumped the in-house researchers at Colgate-Palmolive.

News

CAMBRIDGE, Mass: Brand managers need to change their entire approach in the digital age, and should instead adopt the title and functions of "brand advocates", according to a new report issued by Forrester, the research firm.

News

LONDON: Unilever, the consumer goods giant, will use "crowdsourcing" to generate new TV and print ads for Peperami, its meat snack range, in the UK, rather than working with an ad agency on the campaign.

Article

The 'innovation funnel' is the process by which ideas are tested and weeded out in order to find the eventual 'winners'.

Research Paper

The latest Common Good research programme focuses on helping government departments communicate more effectively with older people.

Article

In this chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve best value.

Article

In this edition of 'Best Practice', Roderick White unravels semiotics - the science of interpreting signs and symbols.