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News

Kellogg’s, the FMCG manufacturer, has built capabilities that enable it to rapidly adapt its strategy, targeting, content and marketing channels thanks to a system known as the KUBE.

Article

The Kellogg Co., the FMCG manufacturer, has built strong research and analytics capabilities to help its brands flourish in a complex marketplace.

Article

This Company Profile from Euromonitor provides key details and analysis of General Mills, Inc, the owner of brands such as Green Giant, Häagen-Dazs, Betty Crocker, Cheerios and Yoplait.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.

Article

Explores brand extensions by presenting key successes from brands such as Time Inc., the Red Cross and DC Comics, whilst also highlighting the risks and rewards for marketers.

Article

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Article

This article argues that personalisation is fundamentally at odds with what brands are supposed to deliver, namely: the guarantee of a product or experience that is reassuringly repetitive.

Case Study

Kellogg's, the US cereal maker, achieved sales increases for its hero brands through a virtual-reality game inspired by the latest Captain America film.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Research Paper

This article argues that advertising assessment based on ad recognition is essentially flawed and that ad recognition is not a good surrogate for exposure.

Article

This article argues that part of the importance of planning is to understand and execute brand strategy - which sometimes means helping clients to think more strategically.

Case Study

This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".

Research Paper

This paper compares different digital video ad 'viewability' measures, assessing accuracy, efficacy and reporting capabilities of four different vendors in the US.

Research Paper

The current study introduces "Draw, Write, and Tell" (DWT), a creative method suitable for research with younger children between the ages of 5 and 11 years.

Article

In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy.

Article

This paper provides an overview of the cereal breakfast foods industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

News

NEW YORK: Kellogg's, the food group, is developing a more coordinated approach to global marketing, a move indicative of a broader trend observable among many brand owners.

Case Study

Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar.

Case Study

AkzoNobel needed to revive the Glidden paint brand, a recent acquisition for the company. To counteract consumer impressions of the paint as outdated and low quality, it launched a campaign to motivate do-it-yourselfers.

News

LONDON: Product placement could ultimately be worth more than £150 million ($235m; €172m) to media owners in the UK, but some advertisers are still doubtful about its overall potential.

News

NEW YORK: Web users around the world are spending more time on social networking sites like Facebook and Twitter, meaning that a growing number of brands are also turning to these platforms.

News

LONDON: Marks & Spencer ,  Boots and Sainsbury's are among the favourite "family brands" in the UK, according to a survey by YouGov, the polling company, and Isobel, the advertising agency.

News

BATTLE CREEK, Michigan: The Kellogg Company, the cereal giant, posted a double-digit increase in its advertising expenditure during the last quarter, and plans to continue investing in communications over the rest of 2009, as it seeks to further ...