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Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Case Study

The Orange Project, a global movement for suicide prevention, created the Notes of Hope campaign, which encouraged people all over the world to talk about suicide among adolescents.

Article

Wendy’s, a fast-food restaurant chain, launched a PR and social media campaign that used a follower’s tweet to start a playful Twitter competition to beat the most retweeted Tweet ever, Ellen DeGeneres’ Oscars selfie.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Gunn Report

Contains the creative for the 'Her Story is Our Story: The Laws of Gilead' campaign for Hulu by the agency UM in the US.

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.

News

NEW YORK: Jack In The Box, the restaurant chain, bases its adoption of new tools, platforms or marketing techniques in large part around whether it will help the challenger brand overcome a “Goliath”.

Case Study

Wendy's, an American fast-food chain, used PR to end the misconception that its beef was frozen.

Opinion

The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.

Article

Jack in the Box, the quick-service restaurant chain, is tapping into the power of challenger-brand thinking as it strives to stand out in a crowded category.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

Case Study

Coca-Cola, a soft drinks brand, launched its new 'Pop' cans in India by creating an interactive vending machine that allowed consumers to test the new product.

News

NEW YORK: BuzzFeed News, the media company popular with millennials, has teamed up with Twitter to launch a new, live-streamed, weekday morning show.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Case Study

This case study shows how Burger King, a fast food chain, successfully lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

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.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

Case Study

This case study looks at how Checkers & Rally's, a quick service restaurant, took on Burger King with humour and a hashtag to hijack the latter's multimillion dollar hotdog launch in the US.

Case Study

T-Mobile, a mobile communications provider, built a company culture that's focused on disruptive behaviour and sets it apart from its competitors in the US.

News

NEW YORK: Speed is now the "currency of business" for brands and companies when it comes to marketing and other factors like production and distribution, Wendy Clark, CEO of DDB North America, has argued.

Article

This event report outlines how DDB North America, the agency network, is seeking to adapt in a new marketing era.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.