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News

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

Case Study

The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.

Gunn Report

Contains the creative for the 'Independence Day: Resurgence' campaign for US Army by the agency MRM//McCann in the US.

News

NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

News

WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how the US Navy created Project Architeuthis, an alternative reality game (ARG), as part of a campaign to recruit prospective cryptologists.

Case Study

The case study describes how the US Navy used puzzles, cyphers and cryptic clues regarding the location of a fictional enemy to fully meet its goal for recruiting cryptologists.

Case Study

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.

Case Study

With this campaign, Fund B92, the non-profit arm of a media company, set out to raise public awareness of the poor state of Serbia's neonatal care and, in particular, to attract business donations to purchase 100 new incubators to replace the existing ones that were 40-50 years old.

Research Paper

In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people do not identify with their own chronological age group, perceiving themselves to belong to a younger age group.

Case Study

This case describes research by the US Marines Corps (USMC) to formulate its positioning for a new generation of young Americans, who were more inclined to see aspirational "service" as working in communities to help others, rather than fighting for one's country.

Research Paper

This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.

Article

This paper provides an overview of the global trucking and courier services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

Geoffrey Precourt reports from a morning keynote forum, "How to Bring the Voice of the Human Into the Boardroom," given by Joel Rubinson, the ARF's chief research officer.

Case Study

"Alone", a BBDO campaign for chairty CommunityOfVeterans.org, highlighted the mental health problems faced by combat veterans, and won gold at the ARF David Ogilvy Awards.

Case Study

The U.S. Army faces a constant struggle to achieve annual recruitment goals.

News

NEW YORK: Vaseline, the skincare brand owned by Unilever, won the Grand Prix at the Jay Chiat Awards for Strategic Excellence 2009, for a campaign created by BBH New York which used word-of-mouth to engage its target audience of female consumers in ...

Article

This case study for the British Army in integrated digital communications details how a co-operative of agencies across all marketing disciplines and the client worked together in one location to achieve truly integrated planning with digital at the core.

Article

In this article, WARC Online's media editor, Laura James, analyses the media trends of the published Gold and Silver Award winners from the 2009 U.S.

Case Study

The U.S. Army faces a constant struggle to achieve annual recruitment goals.

Case Study

The U.S. Army's recruitment campaign has increased its investment in event programs.

Research Paper

The article argues that that, although the function of e-groups remains roughly the same as their offline counterparts, a number of small evolutions at a technical level have produced a revolutionary business solution.

Article

This article discusses the importance of employee engagement and loyalty for supporting brands. Too often, organisational culture is disconnected with brands, so that employees fail to keep the brand promise.