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Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

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.

Article

Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

Opinion

Today’s advertising environment increasingly sees long-term, equity building mass marketing being replaced by short-term, response-generating micro marketing and, says Mike Teasdale, ageism in ad agencies is contributing to the problem.

Article

Offers suggestions on how to align TV with online media to fully harness its effectiveness and examines the roles of data mining and TV retargeting in leveraging TV campaigns.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

Digital transformation can be a nebulous concept but it’s necessary to do despite the difficulty in achieving it.

News

GLOBAL: Ad fraud may be worth upwards of $7bn a year but it rates very low down on the list of concerns for brands and agencies in 2018, which is dominated by digital metrics and recruitment issues.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

News

LONDON: Sir Martin Sorrell is less concerned about the impact of the digital duopoly and the incursion of consultants into agency space than the impact of “distortions” caused by the low cost of capital.

Article

Details findings from the ANA on non-transparent agency practices and provides recommendations for advertisers to avoid non-transparent business practices.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

Closeup, an oral hygiene brand, launched a campaign in Vietnam to upscale its brand attributes and increase its market share and brand conviction.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Case Study

This case study details how Unilever Food Solutions, a food product provider, delivered online food safety training to chefs across Turkey.

Article

Looks at the rise in popularity of influencer marketing and provides some advice on how best to implement this discipline by looking at examples from brands such as Microsoft.

Article

Explains the reasons why brands need to implement a brand change agenda and provides steps that they should take in order to do so successfully.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

News

LONDON/ROTTERDAM: Following an attempted takeover by Kraft earlier this year, Unilever has accelerated its savings program, which has included reviewing the number of advertising assets it produces.