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Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Article

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Case Study

HP Inc, an American technology company, created awareness of the dangers of a hacked printer by launching a global episodic film series, entitled The Wolf.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Leading smartphone producer Samsung created an audience-led campaign that increased its appeal among a wider audience in the UK.

Article

The role of the Chief Marketing Officer is changing, especially in India, and marketers must stay on top of evolving business priorities, according to United Breweries CMO Samar Singh Sheikhawat.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Article

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

Case Study

Deutsche Telekom AG, a telecommunications agency, launched the Sea Hero Quest VR campaign to increase global awareness and demonstrate its scientific importance.

Case Study

Samsung, a multinational conglomerate, recreated the historical Soyuz 30 spaceflight using Samsung Galaxy S8 and Gear VR, to support the launch of the products in Poland.

Article

When diving into consumer perceptions of advertising, digital comes off far worse than traditional, and some audiences are trying their hardest to make sure they don’t have to put up with it.

Article

American Express, the financial-services provider, is tapping into the power of brand purpose as it adapts to rapid changes in its category.

Case Study

Samsung, the technology company, promoted its new 'The Frame' TV by leveraging a partnership with industrial designer Yves Behar and Sotheby's in the US.

Case Study

ZTE, a telecommunications equipment and systems company, launched a campaign to promote the release of its Axon M handset in the US.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Opinion

This month, Huawei is the brand which has achieved the greatest uplift in Ad Awareness in Singapore. The Chinese tech giant recently unveiled its new P20 and P20 Pro devices, which went on sale on the 7 th April.

News

SINGAPORE: Well-recognised brands such as McDonald’s and Samsung use design to boost their brand imprint to prompt maximum saliency and recognition, according to new BrandZ research from Kantar Millward Brown.

News

LONDON: Sky, the entertainment and communications company, was the biggest advertiser on traditional media (i.e., excluding internet advertising) in the UK in 2017, spending £197.1m over the year according to new data from Nielsen.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

News

SYDNEY: Brands including Samsung and Westpac agree television remains influential and are looking to get the most out of television spend as the Australian media market evolves.