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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.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

Case Study

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

Case Study

This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.

Case Study

This case study demonstrates how Coca-Cola, the soft drinks brand, found a way to connect with India's young people and grow affinity, by using insight into their personality and aspirations.

Article

This article looks at research to explore how a consumer’s mood affects how they absorb advertising messages when shopping.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Case Study

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased its brand equity by developing a community action platform for youth in the Middle East.

Case Study

This case study shows how Coca-Cola used its teen audience's love of music with a social media campaign, launched in the Middle East, and featuring both Arab and Western artists.

Case Study

This case study describes how Fanta, a small player in the fruit-flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.

Case Study

This case study describes how Gatorade developed the Sledge campaign to show it understood all athletes and reconnect with the Canadian consumer.

Article

This event report looks at the trends Heineken tracks for its product development and how one innovation helped it to restructure and streamline its processes for bringing new products to market.

Case Study

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Case Study

This case study shows how 7Up, the soft drinks brand, grew its sales and brand relevance amongst young Hispanics in the United States by aligning the brand with electronic dance music.

Case Study

This case study describes how Pepsi, the carbonated soft drink, used a celebrity-backed campaign to rebuild its declining brand scores in India.

Case Study

This case study explains how Coca-Cola, the soft drinks brand, connected with Middle Eastern consumers by demonstrating it understood Muslims' difficulties during Ramadan.

Case Study

This case study describes how Fanta, a fruit flavoured soda brand with negligible market share in the Middle East and North Africa, reinvented its strategy to appeal to teens through gaming.

Article

This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.

Case Study

This case study describes how Coca-Cola won over Middle Eastern teens through fusion music promoted across an array of media.

Case Study

This case study describes how Bolthouse Farms, a vertically integrated farm, repositioned broccoli in the US.