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Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Article

The New York Times, the media company, has taken a multi-faceted approach to strengthening its brand.

Case Study

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

Case Study

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

Research Paper

This conference note discusses a novel method of obtaining an implicit measure of how Brexit identity primed discriminatory behaviour.

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

Opinion

Brands and agencies must accept that innovation cannot be credibly preached inside their organisations without a better understanding and adoption of risk theory, says Tim Williams.

Article

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Case Study

The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.

Case Study

Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

Article

While some believe the term ‘experiential marketing’ should only apply to real-world interactions or events, the wider industry is starting to recognise its benefits in engaging individuals in immersive activities, both online and offline.

News

NEW YORK: Nearly 200,000 female students have become new subscribers to The Wall Street Journal after the business publication made a conscious decision to close the gender gap in its reader base and following a successful ad campaign.

Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

Royal Mint Bullion, a business selling precious metals, used data to improve its programmatic advertising bidding criteria to increase sales and decrease costs in the UK.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

News

BEIJING: The Trump administration’s announcement of tariffs on industrial materials belies the far greater potential of China’s technology advancements, with key figures in the administration suggesting that this will be the next ...

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Article

Looks at the forecasting trade and how the longer a forecaster is in the game, the more likely it is they will be unfairly reproached for being wrong.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.