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Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Case Study

Spotify, a music streaming service, created personalised playlists to summarise its global customers' year on Spotify in order to increase usage and downloads of the app.

News

NEW YORK: Brands can gain potentially huge benefits from rethinking spending on consumer promotions and engagement (CPE) and bringing the same rigor to this area that they apply to above-the-line activities.

Case Study

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.

Case Study

Paint products company Nippon Paint Malaysia engaged communities and their influencers in a campaign to cement a niche among the highly competitive spray-paint category.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Case Study

McCain, the frozen food company, successfully branched into chilled potato products in the UK by using design to translate its brand relevance into new areas.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

Case Study

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Case Study

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.

Case Study

Sadler’s Wells, the UK dance theatre in London, merged its brand with its content in advertising to increase sales and membership in the UK.

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

Opinion

As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.

Research Paper

Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.

Case Study

A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.

Case Study

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

Case Study

US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Article

Laundrapp was born from the simple observation that dry cleaners and laundrettes had yet to be disrupted by digital, but not all of its initial assumptions were so astute.