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Case Study

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

Article

Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Article

The Italian train station operator Grandi Stazioni uses innovative data sources to craft advertising in one of the most important retail occasions for many consumers.

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.

Article

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

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

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

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.

Article

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Case Study

This case study describes a campaign by UK train operator Virgin Trains which created an interactive portal to collect and collate customer sentiment in order to improve customer experience and satisfaction.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.

Article

This brief article examines OpenLoop, a new digital out-of-home campaign management tool that facilitates real-time reactive campaigns across multiple formats and locations.

Case Study

This case study shows how Virgin Trains changed perceptions of train travel in the UK by channelling 'awesome' through the entire customer journey.

Case Study

This case study explains how AXE used a partnership with the Space Expedition Corporation and an online video and experiential campaign to launch a successful competition and boost sales.

News

LEEDS: Brands spend more than £220m a year sponsoring the shirts of players in the top two divisions of English football, yet at least 30% of that investment is being wasted through a failure to engage with fans, new research has stated.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This report shares the findings of a survey into 'brand journalism' in the UK, which is gaining in popularity and credibility.

Research Paper

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.

News

LONDON/SINGAPORE: Indian and Australian campaigns have dominated at effectiveness and strategy awards over the past two years, while Dove's 'Real Beauty Sketches' is the top campaign for 2014-2015, according to a new report based on Warc 100 data.

Article

This article summarises the results of the Warc 100, which combines the winners' data for top effectiveness and strategy awards over 2014 and 2015 to get rankings of the world's top campaigns and companies.

Article

This article summarises the results from the Asia-Pacific region for the 2015 Warc 100, which ranks the world's best marketing campaigns based on performance in effectiveness and strategy competitions.