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Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Case Study

The Travelling Bee Company, a honey brand that helps protect bees, relaunched in the UK with a new name and new packaging design to showcase its high quality product.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.

Case Study

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Case Study

Inovox Express, an OTC throat lozenge brand, launched its brand with a stand out name and new, bright logo, in order to take on large brands as a new challenger in Poland.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Case Study

Huawei, a telecommunications brand, created the 'From Snap to Shoot' campaign in Ireland to promote the Huawei P9 and its mission to reinvent smartphone photography.

Research Paper

Twitter UK, a news and social networking brand, found a clear value proposition by combining neuroscience and implicit response testing.

Case Study

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.

Case Study

Eye catching POS displays and a new slogan helped MARCO POLO, the travel guide brand, relaunch its entire series in Germany.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

Fresh milk brand Goodday reclaimed its position on the Malaysian market by introducing a lovable character that let customers interact with the brand.

Case Study

Sovereign, a health insurer in New Zealand, made an online film to show New Zealanders what their real health age looks like.

Case Study

Durex, a condom brand, launched its Durex Jeans Campaign in India to engage millennials and promote its new Durex Jeans product by making audiences believe they were launching their own line of jeans.

Case Study

Saavn, the audio streaming service, and Liva, the fashion brand, used voice based podcast ads on the former’s No Filter Neha show to increase engagement for both brands on India.