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Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

News

NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Brands including telecom manufacturer Samsung and Westpac, one of Australia’s largest banks, are rethinking the role of TV in their marketing strategies.

News

HONG KONG: Bloomberg, the business-focused media group, plans to expand its TicToc 24-hour video news channel into Asia, as it seeks to broaden its appeal to younger consumers.

Article

Global strategies, campaign updates and trends in the banking category.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Global strategies, campaign updates and trends in the insurance category.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Gunn Report

Contains the creative for the 'Star Plus EK #NayiSoch' campaign for Star India by the agency Mindshare in Mumbai.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

Article

Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.

News

LONDON: TV advertising revenue dipped 3.2% in 2017 from the previous year’s record high while radio spending last year jumped 5.2% to its highest ever figure, according to new data.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

News

GLOBAL: The engine of Alphabet’s video streaming giant, YouTube, is its YouTubers serving niche interests and pushing video forward; however, a new analysis shows that just 3% of channels capture 85% of the site’s total viewership.