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Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

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

A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Opinion

It has now come to the point that brands have started stretching storytelling too far, turning it from a good way of thinking about themselves into a bad way of trying to connect with consumers, says Malcolm White.

News

EUROPE: Private label’s value share is growing by 4% a year across European grocery markets and reached 39.4% in 2017, according to new research which reports that private label outperforms national brands in the UK, Germany, Spain and Italy.

Article

This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.

Article

Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.

News

LONDON: Two of Europe’s biggest supermarket chains have announced a strategic alliance for the sourcing of private label goods that will help both brands fight in an increasingly competitive market.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Heineken, a beer brand, used YouTube to lead the discussion around a rising social issue in order to build a more meaningful relationship with millennials in the UK.

Case Study

Tesco, a supermarket brand, used YouTube for its Christmas campaign in the UK to help spread the message that Tesco is there to help, no matter how you celebrate.

Article

Voice is evolving rapidly and will change brands’ relationships with both consumers and retailers.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

News

LONDON: Success on the track has proved elusive for McLaren, the Formula One team, but that has also forced greater humility and more creativity in its content output, according to its digital director.

Article

McLaren, the F1 constructor, exists somewhere between the realms of a sports team and a media owner, with the demands of finding engagement for its sponsors, whatever happens on the track.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.