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Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

News

LONDON: UK advertising spend grew for its 15 th consecutive quarter, with Q1 2017 recording a 1.3% year-on-year increase to reach £5,318m.

Article

This 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.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

News

NEW YORK: Facebook, Twitter and Snap are reported to be trying to buy the online rights to video highlights from the 2018 FIFA World Cup tournament.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

Case Study

This case study shows how Johnson & Johnson (J&J), a medical and pharmaceutical goods brand, launched a referral strategy to increase its talent acquisition globally.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

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.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.