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Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

News

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

News

Star India, which owns the broadcasting rights for the India Premier League (IPL), is reported to be targeting a 17% increase in ad sales for the 12th season of the tournament, despite the complications surrounding this year’s event.

Article

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

News

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

Case Study

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Case Study

Fast-food restaurant McDonald's revived its once-popular tray liners in Brazil by making them the means to interact with an engaging Messenger bot.

Article

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Case Study

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Case Study

Soft drink brand Pepsi launched its own cryptocurrency to regain its youth brand status in Vietnam.

Case Study

Private banking brand Alfa-Bank created an AI-driven campaign based around footballer Lionel Messi, to drive awareness of the brand during the FIFA World Cup 2018.

Article

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Fashion brand Lacoste is intimately bound up with sports, tennis and golf in particular, reflecting the background of its founder, but its marketing approach to these sports differs.

Case Study

Bajaj Allianz, a life insurance company, launched a new product in India to serve the more optimistic mindset of millennial Indians.

Case Study

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.