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Article

Global strategies, campaign updates and trends in the TV industry.

News

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

Case Study

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Case Study

Mucinex, a brand of cold and flu relief, nearly doubled top-of-mind awareness by leveraging facts around the Big Game to connect with its US audience in a humorous way.

Case Study

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

News

Ambush marketing, or the unexpected takeover of a sponsored event by an unauthorised brand, appears to be “growing in prevalence and sophistication”, according to a new paper in the Journal of Advertising Research (JAR).

Case Study

Tyson, a food company, partnered with Twitch to increase household penetration and unit sales for Any'tizers and Crispy Strip products during key sport time periods.

Case Study

Hellmann's/Best Foods, a brand of mayonnaise, took itself into the homes of consumers, providing them with recipes for every occasions, leading to a 12% increase in brand favorability.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

Provides marketers with information and guidance about combining TV and digital media strategies.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Case Study

Oil company Neste and forest machines manufacturer Ponsse partnered in a campaign celebrating the admirable qualities of Finnish workers to raise awareness of unemployment.