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News

LONDON: Threads Styling is an e-commerce service without a website and without an app. The fact that is has raised $20 million in funding for its innovative, messenger-based personal stylist service, points to the future of luxury retail online.

Article

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Opinion

This month, Birell is the brand which has achieved the biggest uplift in its Ad Awareness in Egypt. The Egyptian people saw their national team qualify for the FIFA World Cup for the first time since 1990, so the brand was therefore well-placed to capitalise on some football themed product marketing.

Opinion

This month, KP Nuts is the brand that has achieved the biggest uplift in its Ad Awareness score. Having not been on TV for 25 years and primarily relying on Christmas to drive sales, the savoury snack brand have re-released an advert that was first shown last year called ‘The Nut Nut’s Nut’ in order to assert taste superiority over other nut brands.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Case Study

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

Case Study

Staqu, an AI startup, launched its AI-based Human Efface Detection technology to help technologically progress the Indian Police Department.

Case Study

McDonald's, a fast food company, launched the Flavours Without Borders campaign in India to unite people over food and generate excitement for its introduction of 12 new food products and three new cuisines.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Gunn Report

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.