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Opinion

Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.

Case Study

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Opinion

Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.

Case Study

Volkswagen, an automotive brand, created a video campaign to introduce its new Up Pepper model, which saw it partner with dating app happn to pick people up from bad dates.

Research Paper

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Article

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Research Paper

SEAT, a car manufacturer, developed a solution using Artificial Intelligence (AI), machine learning and statistics to extract deeper insights from SEAT's global customer satisfaction survey.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Car-maker ŠKODA used comedic online video to boost brand awareness and capture attention to trigger emotional connections at a local level in Taiwan.

Case Study

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Case Study

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Case Study

Volkswagen, an automotive brand, educated drivers of its ‘Up!’ vehicle in Brazil on how to use the car’s functionalities by launching an online video manual.

Case Study

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

Article

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

Case Study

Nissan, a multinational automobile manufacturer, revitalised a dying car in a declining segment by launching a film in the Republic of Ireland, which broke category conventions and shattered preconceptions of its brand.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.