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Article

Highlights characteristics of the most effective teams, barriers to integration, and “how-to’s” for marketers attempting to “orchestrate” the work of multiple agencies and other partners.

Article

Research by the Association of National Advertisers (ANA), the trade body, found that in-house agencies are becoming an increasingly powerful resource for brands.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Case Study

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Case Study

Intermarché, a French supermarket, increased its store traffic and changed customers' perception of the brand by releasing an emotional film, something unconventional for the category.

Case Study

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Case Study

P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.

Opinion

Customer experience and/or experience design have emerged as a discipline that many agencies, especially digital ones, are moving to offer but, Faris Yakob warns, experience cannot entirely replace brand communications.

Article

DairyPure, the milk brand, is mapping out how best to reach millennial consumers at a time of changing tastes and habits.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.

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).

Case Study

Spin Master, a toy manufacturer, successfully coordinated the world launch of its Hachimal toy through a teaser campaign that relied heavily on influencer content and earned media.

Case Study

First American Financial Corporation (FAF), an insurance, settlement services and risk solutions provider, increased brand awareness by developing a communications campaign that built its Chief Economist reputation as a thought leader in US media.