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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.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

GLOBAL: Volvo is to become the first major automaker in the world to phase out the combustion engine and launch models powered only by electric or hybrid motors.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Article

This article highlights how improving product and service innovation can better the customer experience.

News

LONDON: Campaigns for adidas, KFC and Volkswagen are among the 20 papers from around the world that have been shortlisted for the Effective Content Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Article

This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

GLOBAL: As the world's population moves to urban areas, car manufacturers' business models are under threat, as 34% of people see mobility services, including car sharing and on-demand minicabs, as a viable alternative to vehicle ownership.

News

NEW YORK: Negative perceptions of United Airlines' corporate reputation increased 500% following the April 9 passenger incident, according to new research.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Case Study

This case study describes how Quidel, a US manufacturer of diagnostic healthcare products, educated both physicians and the public on the value of flu testing through a research-driven campaign that used word of mouth to create discussion.

Article

This article warns against marketers becoming trapped in their own advertising "bubble", where they don't listen to opinion or consensus outside their own groups.

Opinion

By Dan Machen, Director of Innovation, and Neil Davidson, Managing Director, HeyHuman When CES started 50 years ago, there were just three categories on display - TVs, Radios and Gramophones.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.