Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

555 results found
Sort by

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

News

Out of home (OOH) may be the oldest advertising medium but it is one that is ideally placed to bring meaning back to advertising and help brands reconnect with consumers, according to an industry figure.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

Global spending on digital out-of-home advertising (DOOH) is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home (OOH) market, according to a new WARC report.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Article

Burger King, the quick-service restaurant chain, has achieved an outsized impact in its category by focusing on true marketing differentiation.

Case Study

SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China.

Case Study

Mozilla, a non-profit organization, was able to increase its market share of browser users by promoting the message behind its Firefox browser.

Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Case Study

Luxury resort Atlantis The Palm, Dubai used a branded-content short film to increase UK visitor numbers.

Article

This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.

News

SHANGHAI: Alibaba, the Chinese e-commerce giant, has acquired a minority stake in a specialist outdoor digital advertising company that operates across 300 cities in China.

Article

Context is becoming ever more important in today’s marketing and Ogilvy’s Rory Sutherland believes a fuller understanding of this area can lead to big gains in marketing and business.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Case Study

IKEA, the world's largest furniture retailer, launched a global campaign to celebrate the launch of the IKEA Place app.

Case Study

IKEA, a furniture retailer, used PR to develop a global campaign and launch its Place App.

News

DANA POINT, CA: Extra, the gum brand made by the Wrigley unit of Mars Inc., successfully tapped the power of behavioral economics to reinvigorate its positioning and build deeper consumer connections.

Case Study

American Express, a financial services corporation, launched its You Do You campaign, to introduce the new Cobalt Card in Canada and drive new card acquisition.