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Case Study

Du, a telecom operator in the UAE, increased its relevance targeting the tourism industry.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

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.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Case Study

This case study explains how Virgin America, the airline, increased direct bookings by focusing on user experience in a website redesign.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.