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Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Case Study

Wentworth, an Australian TV programme, used a Facebook chat bot to engage fan and increase live broadcast viewers.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Article

Leading-edge consumers can upend consumer insights strategies for brands looking to achieve cultural relevancy.

Research Paper

The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Case Study

The Economist, a weekly magazine publication, re-engaged British voters by offering a cutting perspective with the brand's trademark wit (and a free copy of The Economist to help inform their vote).

Case Study

Studio Canal, a film production and distribution company, was able to reach its UK target audience with a unique mini-game format that drove unprecedented engagements rates and clicks to point-of-sales sites.

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.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Case Study

Staqu, an AI startup, launched its AI-based Human Efface Detection technology to help technologically progress the Indian Police Department.

Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Opinion

The introduction of GDPR in May caught many businesses off guard, with some withdrawing entirely from Europe rather than becoming compliant.

Article

Burger King’s CMO, Fernando Machado, explains how the fast food giant broke out of boring advertising, and his view on the future of the brand in India.

Case Study

Sandy Hook Promise, a nonprofit organization, highlighted the warning signs of gun violence through a misleading short film that aimed to inspire behavior change in the US.

Case Study

McDonald's, an American fast food company, launched a campaign in Hong Kong to reengage consumers with Shogun and Tamago, two humanised characters of the Shogun burger.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

Case Study

The National Integrity Alliance, an organisation made up of four Kenyan-run civic organisations, launched the #RedCard campaign in Kenya to challenge the re-election of leaders who fell short of ethical standards.

Case Study

American Greetings, a greeting card producer, launched the Device Like No Other campaign using a proactive, phased communications strategy in the US to increase brand relevance and sales.

Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.