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Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Article

Looks at the main elements for a successful digital brand campaign.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

Indomie, an instant noodle brand in Indonesia, used a social media campaign to improve its brand attributes and launch a new product.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

Research Paper

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Case Study

This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

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.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Case Study

This case study shows how KAFA, an NGO, helped pass a law protecting Lebanese women from domestic violence by leveraging women's votes in favour of the bill.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.

Case Study

This case study describes how DJ EZ, a UK Garage DJ, used immersive content on social media platforms to drive audiences to an online charity event for Cancer Research UK.

Case Study

This case study looks at how Mars Chocolate North America, a confectionery brand, partnered with Walmart to create the 'Say Thank you With M' campaign in the US which gave a bag of M&Ms to US troops every time one was purchased.

Case Study

This case study explains how Fitbit, a fitness wearable tracker brand, maintained its position as the market leader in wearable fitness with its 'fit for all' campaign.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.