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Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

News

GLOBAL: Hong Kong is the most visited city in the world, after attracting 26.6m global travellers in 2016, according to new rankings that are dominated by Asian cities.

Case Study

The Ministry of Culture, Community and Youth (MCCY), a Singaporean government department, inspired young people to feel more confident in their resilience in the event of a crisis through emotional storytelling.

Article

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Case Study

WildAid, an NGO, spread the message about the damaging effects of the Ivory trade by uniting the world’s elephant NGOs through a global, virtual campaign ‘#JoinTheHerd’.

Article

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

Case Study

Hostelworld, a hostel booking brand, successfully advertised hostels to young travellers with its 'Unexpected Guests' campaign that featured various celebrities and current events comedy.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

MicroLoan Foundation, a charity for female entrepreneurs, increased donations and its brand awareness among the British public by selling posters on the London Underground transport network.

Case Study

NHS Blood and Transplant, a British blood and organ donation brand, partnered with the MOBOs, a brand that champions Music Of Black Origin, to transform the way it approached the young BAME community and address the worrying lack of black and Asian blood donors in the UK.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

News

NEW YORK: Uber, the taxi app, can fix many of the problems that have impacted its brand by focusing on reducing silos, helping managers and pursuing a unifying vision, Frances Frei, the company’s SVP/Leadership and Strategy, has argued.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

News

LONDON: Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

News

NEW YORK: A week after Uber announced it was suing its agency for ad fraud, the beleaguered ride-hailing app is itself being sued by an ad tech company claiming it is owed millions of dollars.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.