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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.

Article

Wells Fargo, the financial-services provider, discovered that its brand remained particularly resilient among multicultural consumers following a series of scandals.

News

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Case Study

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

Case Study

Bench, a Filipino fashion brand, increased sales among millennials by celebrating the contribution of the Philippines' overseas workers.

Article

Discusses how, in a world of data-driven marketing, it is essential to look at the role of unconscious preference in brand bias caused by emotion.

Article

Social media platforms are expected to become major players in sports consumption as they connect fans in new ways and build communities.

Article

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

News

Leading advertising bodies have warned that a planned UK tax on tech giants could have negative consequences.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Research Paper

Hasbro, a toy and board game company, conducted research that allowed it to make data-driven decisions to optimise its advertising investment in Spain, adapting the campaigns to the real behaviour of the different targets, and adjusting the use of media for every specific moment of the consumer journey.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

Article

Heineken, a beer brand, shares its experience in creating a platform that drives collaboration across marketing teams globally.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Article

Cigna, the health insurance service company, successfully built deeper engagement with consumers through shifting its marketing focus.

Case Study

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

Case Study

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Case Study

Sebastian International, a hair care brand, increased sales of its Twisted products for curly hair across Europe by breaking category conventions with curly hair crash tests.

Case Study

The FPS Chancellery of the Prime Minister, a federal public service in Belgium, listed 99 humorous reasons why Belgium is uniquely phenomenal to increase visits to the country.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Case Study

Campofrío, a Spanish multinational food company, launched an online film and website to promote its brand across Spain during the Christmas period.

Case Study

thyssenkrupp, an industrial engineering and steel production conglomerate, was able to reassure its stakeholders and employees of its business commitment to the South American region via an extensive media campaign.

Case Study

Banco Sabadell, a banking group, promoted its launch into personal banking in Mexico via press communications with a value over $800,000 Mexican pesos.

Case Study

Asociación Mutual Israelita Argentina (AMIA), an NGO, released 'Memoria AMIA', a seven-minute video showing popular Argentinian musicians performing the song 'La Memoria', which had a wide online reach.