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Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Research Paper

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

News

LONDON: A number of leading brands are increasingly getting involved in the sponsorship of women’s sport, yet despite evidence that 59% of the UK population express interest in at least one women’s sport, some industry experts believe ...

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.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Gunn Report

In the lead up to the World Cup Qualifiers, Orange, a telecommunications provider, spoke to Egyptian football fans through a darkly comedic music video that gave the nation’s football team an ultimatum.

News

GLOBAL: The World Cup is over for another four years, but its legacy has the potential to change how we watch, and how news organisations report, football forever.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis.

News

ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...

News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

News

LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.

News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

News

SINGAPORE: The likes of Netflix and Amazon are investing billions of dollars in content but getting consumers in Asia to pay for OTT TV services is a major challenge, according to a new report which also notes they have a limited tolerance for ads ...

Opinion

As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.

News

ASIA PACIFIC: The market value of sports media rights in Asia Pacific, excluding China, is on course to reach US$5bn this year, representing growth of 22% since last year.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

News

GLOBAL: Global advertising demand remains strong with media owners’ net advertising revenues projected to grow by +6.4% in 2018 to reach $551bn, according to latest figures from MAGNA Global.

News

NEW YORK: As the FIFA World Cup gets underway in Russia, a new global survey has revealed that almost as many fans intend to watch the tournament via livestreamed video as on traditional TV.