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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.

News

SYDNEY: When MyBudget, a personal financial budgeting service in Australia, found leads dropping after launching new TV commercials (TVCs), the company turned to neuroscience to reverse the trend.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

Article

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

Article

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.

Article

This article defines AI and explains its application in marketing including its complexities, benefits and challenges for marketers.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

News

LONDON: Unilever has confirmed plans to sell its €6bn spreads business, including such well-known brands as Flora and Stork, following an extensive strategic review of its operations that may also affect the Anglo-Dutch FMCG ...

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.

Research Paper

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.

Article

This event report details Future Foundation research on the language of financial services, arguing that the rise of FinTech is a threat to traditional providers in more areas than mere technology.

Article

This article looks at ten trends in how paid social is changing as Facebook grows ever more dominant and its peers continue to find new routes to audiences.

Case Study

This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.

Research Paper

This paper studies the uses and governance of consumer insights in major corporations, suggesting that ROI be measured at every stage of research, and that these metrics should be used to market to the C-suite.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Article

This article considers how agility in planning and execution is making marketing strategy more dynamic, but argues that increased focus needs to be on planning as great adaptive marketing never happens by chance.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Case Study

This case study shows how Eatsmart, a range of healthy snack foods, built its brand profile from a low base and improved recall with a low-budget campaign centering on Facebook.

Article

This article thinks about how brands can prepare for crisis, taking as its core case study the Bank of America whose post-2008 crisis acquisitions created a trio of distrusted brands in uncertain times.

Case Study

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.