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Article

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.

News

LONDON: Western brands need to update stereotyped views of Russia and some core assumptions about football, its viewers, and what the sport means ahead of the 2018 FIFA World Cup.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

Case Study

One Feeds Two, a British charity, designed a simple smile logo to stand out on partners' packaging and raise awareness of its cause in the UK.

Case Study

Changing its helicopter’s livery to reflect its mission rather than its sponsor helped London’s Air Ambulance, the UK charitable pre-hospital care organization, generate financial support.

Article

The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

RTL AdConnect's annual research, Total Video Key Facts, is a reference for all global TV trends and this article discusses its main findings, which show TV to be more resilient in the face of digital content than was previously thought.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Case Study

Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

Case Study

Virgin Holidays, a tour operator, redesigned its communications in the UK by using progress trackers and bespoke gifs to add excitement and reduce stress in the holiday booking process.

Case Study

Virgin Media, a multimedia company, introduced a ‘Corgi Cam’ to bring fans of Netflix’s ‘The Crown’ a unique look at its premiere in London's Leicester Square.

Case Study

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

Reveals the books that influenced Allan McLaughlin, CEO of the BD Network.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.