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Opinion

Here’s what you need to know this week:...

News

CANNES: PepsiCo, the food and beverage giant, is rigorously tracking the latest trends relevant to its categories to help drive innovation, brand strategy and even potential acquisitions.

News

CHICAGO: Nickelodeon, the media company, is tapping into the power of nostalgia in a bid to strengthen its relationship with millennial consumers who retain an abiding passion for the television shows of their youth.

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

News

NEW DELHI: PepsiCo India has secured an interim order from the Delhi High Court, requiring social media platforms in the country, including Facebook, Twitter, and YouTube, to delete thousands of posts and videos that suggest the ...

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

Quaker, the food business owned by PepsiCo, has used comic books to help bring consumer insights to life.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

News

NEW YORK: Marketers that launch a product sequentially – a strategy that can apply everywhere from movies to electronics and sports drinks – could drive revenue gains through smarter budget allocation, a paper in the Journal of ...

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Article

Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Opinion

As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.

News

CANNES: Savlon, the antiseptic brand owned by ITC, won the Grand Prix in the Creative Effectiveness category at the 2018 Cannes Lions International Festival of Creativity for a campaign developed with the Mumbai office of Ogilvy, the agency.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

The Ad Council, a US non-profit organisation, created a campaign which used a live stunt and PR support to address prejudice at a national scale.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Opinion

The gold winners in the 2018 WARC Awards’ Effective Content Strategy showed brands that successfully seeped into or borrowed from culture, writes WARC’s Managing Editor, Case Studies, Lucy Aitken...

News

GLOBAL: A campaign created by FP7/CAIRO for soft drinks brand Coca-Cola around the African Cup of Nations has won the Grand Prix in the Effective Content Strategy category in the 2018 WARC Awards.

Article

BlackRock, the asset-management company, believes that new marketing technologies can enable brands to achieve “precision empathy”.

Article

Discusses how purpose, both internally and externally, can be crucial for organisations within the industry and how best to start implementing it.