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Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

News

TORONTO: A campaign by Ogilvy and Mather for Huggies that encouraged women to hug their babies has won the Grand Prix at the CASSIES Awards, Canada's only industry awards program recognizing business effectiveness.

Case Study

This case study describes how Skittles, a confectionery brand, created a successful holiday campaign in Canada through a pop up store.

Opinion

This is a guest post from Tom Ewing, Senior Director, BrainJuicer Labs Every year BrainJuicer tests most of the Super Bowl ads, to see which ones are the most emotionally effective.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Case Study

This case study shows how Mentos, a confectionary brand, designed a targeted campaign using digital video to address their core UK buyer in a 'social experiment' setting.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.

Case Study

This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.

Article

This event report explains how brands and agencies can overcome the commoditization of marketing, based on the views of Eliza Esquivel, vp/global brand strategy at snacks group Mondelez International.

Case Study

This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong.

Case Study

This case study describes how Skittles, Wrigley's brand of fruit-flavoured sweets, used gamification to drive brand consumption among teens and young adults.

Research Paper

This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.

Research Paper

Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.

News

LONDON: Facebook, the social networking giant, is aiming to persuade advertisers and agencies of the benefits of its mobile advertising offer at a traditionally slow time of year for the industry.

Article

In this article, brand marketers and social media experts share their insights, perspectives, and best practices on building a quality framework for a successful social media program.

Article

Discusses headline findings from the ANA's 2012 Digital and Social Media Survey and summarises presentations from American Licorice, the confectionery manufacturer, and Outfit7, the app company, on successful uses of social media.

Case Study

Wrigley's Skittles brand of fruit-flavoured sweets relied heavily on TV spots to drive business but it lacked a presence in the digital world, where its target market of 12 to 17-year-old Post-Milleninals spent a lot of its time, causing the brand to lose out to rivals like Maynards.

Article

In the digital world, marketers need to let go of their obsession with Hollywood as the home of great storytelling and open themselves up to other storytelling disciplines.

Case Study

Chewits is a confectionery brand sold in the UK. With this campaign, Chewits brought back a character featured in its 1980s TV ads, thereby reaching its core audience of under-16s and re-engaging with adults who remembered the character the first time round.

Article

Mat Morrison from Starcom MediaVest presented on the value of fans at the Warc Social Media: Beyond the Hype conference, held in London in 2011.