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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

This article summarises the results of the Global Marketing Index (GMI) for March 2018, where rates of headline GMI growth slowed across all regions.

Case Study

IDFC Bank, one of India's smallest banks, set up 700 micro ATMs to allow people in rural communities to open bank accounts.

News

TOKYO: Agencies in Japan are reinterpreting the meaning of creativity away from posters and films, and establishing consulting units as Dentsu and Hakuhodo formalise diverse forms of creativity.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

News

GLOBAL: Businesses around the world are not doing enough to implement data-use governance practices or develop overall information security strategies, according to a new survey of 9,500 senior executives.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Article

Make-A-Wish International, the not-for-profit, successfully refreshed its brand in order to tackle widespread misconceptions about its mission and impact.

Article

The Phoenix Symphony, the city’s largest performing-arts organization, has seen major benefits from moving to an all-digital marketing strategy.

News

DURHAM, NC: More than a third of CMOs see having the right talent as the most important factor in driving future organic business growth, according to a new study.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

The Travelling Bee Company, a honey brand that helps protect bees, relaunched in the UK with a new name and new packaging design to showcase its high quality product.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.