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Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

News

SEATTLE: Amazon is reported to be rationalising its sometimes labyrinthine ad business to make it easier for advertisers to buy and manage their campaigns on the e-commerce giant.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Article

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

NEW YORK: Agency executives mix factors like gut instinct and experience with more analytical approaches when choosing which ideas to show clients, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Case Study

HP Inc, an American technology company, created awareness of the dangers of a hacked printer by launching a global episodic film series, entitled The Wolf.

Case Study

Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.

Opinion

As the IAB uncovers a trend towards the in-housing of programmatic, Martin Kelly, co-founder and CEO, Infectious Media, argues that agencies will continue to have a role.

Article

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Case Study

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

Case Study

Deutsche Telekom AG, a telecommunications agency, launched the Sea Hero Quest VR campaign to increase global awareness and demonstrate its scientific importance.

Case Study

Gilead Sciences Europe Ltd., a research-based biopharmaceutical company, launched the Are You Chris? campaign to raise awareness of hepatitis C (HCV) in Germany.

Research Paper

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

Case Study

The Los Angeles LGBT Center created the F*ck W/out Fear campaign, which involved a 'Paint the Town Blue' event to raise awareness of the PrEP HIV prevention treatment.

Case Study

Salesforce, a cloud computing company, used PR in the US to improve its brand image after critique from media.

Case Study

Bayer, a pharmaceutical and life sciences company, used PR to celebrate the fifth anniversary of its Bayer Bee Care Program and launch its Feed a Bee campaign in the US through a multi-faceted integrated communications program.

Case Study

Deloitte, a multinational professional services company, used PR in the US to promote the Deloitte Greenhouse Experience to firmly establish it as the go-to option for leadership success.

Article

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.