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Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

News

MIAMI BEACH, FL: Procter & Gamble, the consumer-packaged goods manufacturer, has progressed its multicultural marketing efforts by moving beyond several “myths” that are often applied to this discipline.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Opinion

Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.