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Article

Learn from some common mistakes that marketers make, as a selection of leading figures in the advertising world share their experiences.

Case Study

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Research Paper

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Opinion

Lennie Stern, Head of Creative and Entertainment Strategies, BETC Paris argues that achieving the right balance between emotional clues and informative content leads to effectiveness.  The most shared content is always in some way evocative.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

News

GLOBAL: Campaigns from Coca-Cola, IKEA and Whiskas are among the 21 from around the world that have been shortlisted for the Effective Content Strategy category in the 2018 WARC Awards.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Opinion

Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This article investigates the impact of temperature on consumer purchase behaviours, and the link between warmer weather and an increased reliance on 'social proof'.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Case Study

This case study shows how Royal Canin, a pet nutrition brand, successfully launched one of its first digital campaigns for the Indian market by encouraging user participation.

Article

This article argues that business can learn from the art world about the principles of value in order to better understand consumer expectations.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

Opinion

It's not often that marketers turn to the Bible for brand insight. However, this quote from Matthew reflects an interesting occurrence.

Article

The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.