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Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

News

LONDON: There are various types of strategy, with a plethora of prefixes – business, marketing, brand, advertising – to further muddy the waters, but, says an industry expert, you will generally have one brand strategy and you can have ...

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

News

LONDON: Native advertising offers real benefits for both consumers and marketers as long as it is developed and deployed correctly – and eight critical elements underpin campaign success, according to a leading research analyst.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Article

In this webinar Faris Yakob, Co-Founder of Genius/Steals and Author of Paid Attention, discusses how individual and agency biases operate, how to spot them, and work with or around them.

Article

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Article

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

Article

This article looks at how brand owner concerns over brand fragmentation and the complexity of the channel landscape can be overcome by putting consumer experience planning at the heart of marketing through a multi-disciplinary, cross-agency approach.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

NASHVILLE, TN: Planners must ensure their work is supported by a clear underlying philosophy, according to Faris Yakob, the co-founder of consultancy Genius/Steals.