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Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

News

TOKYO: Insurance giant AIG considers diversity not to be a flash-in-the-pan marketing trend so much as an area vitally important to the overall success of the business in conservative Japan, according to a leading executive.

Article

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

Case Study

Tostitos, a tortilla chip brand, launched a Super Bowl campaign in the US without airing a single commercial by creating a Tostitos bag that doubled up as a breathalyzer.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

Global strategies, campaign updates and trends in the spirits category.

Gunn Report

Contains the creative for the 'Reword' campaign for Headspace by the agency Leo Burnett in Australia.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

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

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

News

NEW YORK: Johnnie Walker, the most popular blended Scotch whisky in the world, plans to launch a rebranded version in the US that features a stylised woman on the label in place of its famous “striding man” logo.

Case Study

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Case Study

CloudCraze, a B2B commerce platform, created new business in the US by building an online calculator that convinced prospects to share key data in exchange for a report.

Case Study

The Hoffman Agency, a public relations firm, demonstrated how storytelling applies to business communications by creating an informative microsite and the Periodic Table of Business Storytelling in the US.

Gunn Report

Contains the creative for the 'Ostrich' campaign for Samsung Gear VR by the agency Leo Burnett in the USA.

Gunn Report

Contains the creative for the 'Reword' campaign for Headspace by the agency Leo Burnett in Australia.