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Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Case Study

Mozilla, a non-profit organisation, successfully promoted its Firefox web browser app to mobile users across the US by launching a campaign which used a mix of video and static creative.

News

LONDON: The onward march of consultancies into the traditional territory of agencies continues with the head of Accenture’s digital marketing arm outlining a focus on the brand experience.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

News

NEW YORK: T Brand Studio, the internal content marketing agency at the New York Times, could assume external media planning and buying for brands, according to a senior executive.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Article

This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

News

LOS ANGELES: Accenture Interactive, the digital marketing services group, believes the traditional relationship between clients and agencies is "out of date", offering opportunities for consultancies to expand their presence in this space.

Article

This event report addresses the growing battle for marketing dollars taking place between agencies and consultancies.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Article

This article relates an interview with Jim Speros, longtime financial marketer and the first marketing boss to place an online banner ad, in which he looks back at his career.

News

CINCINNATI: Procter & Gamble has outlined where it believes it can generate more savings in its marketing expenditure – in addition to those already achieved by cutting its agency roster.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Article

This article offers a seven-step approach that can help agencies create a plan for new business and understand their position in a rapidly changing landscape.

Article

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.

Article

This event report outlines how Ogilvy & Mather, the agency network owned by WPP Group, is adapting to the changing demands of the marketing ecosystem.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This event report shows how Betabrand, the startup apparel manufacturer, has built its brand through an unconventional approach to product development and marketing.

Case Study

This case study shows how Nutella, a chocolate spread brand, made the most out of a global fan-driven holiday by using a contest - increasing both sales and brand equity in the US.

News

NEW YORK: The Association of National Advertisers (ANA) has identified a "pervasive" lack of transparency in the media-buying process – a trend pointing towards structural problems with the client–agency relationship, and, potentially, the entire ...

News

MIAMI, FL: Wells Fargo, the financial services provider, has benefited from employing a flexible model as it seeks to develop total-market communications.

Article

This event report outlines how Wells Fargo, the financial services giant, has adapted its approach to engaging diverse groups of consumers.