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Article

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?

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

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.

Article

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

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

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).

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.

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.

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.

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 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.

Article

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

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.