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Article

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

Article

The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

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

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.

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.

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.

News

CHICAGO: It can be risky for a brand to attempt communications that touch on social issues – as Pepsi discovered to its cost with its controversial ad featuring Kendall Jenner last year – but most consumers still want brands to ...

Article

Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.

News

NEW YORK: Ratings success doesn’t trump racism, as Roseanne Barr has discovered after ABC scrapped a planned second series of her revived show following a “repugnant” comment about a former adviser to President Obama.

Opinion

When brands come under public scrutiny for getting something wrong, how they act in the aftermath will dictate the narrative going forward.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

CALM, a mental health charity, launched L'Eau de Chris, a collaborative campaign with Topman to raise public awareness of men's mental health in the UK.

Case Study

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

Gunn Report

Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Gunn Report

Looks into which drinks campaigns, along with the agencies that have worked on drinks campaigns, have performed best over the past year.

Gunn Report

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Article

As marketers have rushed to shift spend from traditional to digital marketing, their eagerness to embrace the new has often made them forget the tried-and-tested ways to build consumer connections.