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Case Study

Microsoft, a technology company, launched the Microsoft Asia News Center in APAC to provide a better storytelling system for a digital world and increase consumer engagement.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Case Study

Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.

Article

Airbnb, the online hospitality company, leveraged Twitter to insert itself into the Academy Awards, despite being locked out of the event as an official advertiser.

Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

News

MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

News

NEW YORK: AMC Networks, the New York-based entertainment company behind shows like “The Walking Dead” and “Into the Badlands” has taken a significant step into the world of addressable TV advertising.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Explains how planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.

Article

Explains the ingredients that will lead to success for planners in a new and changing environment.

Article

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Article

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

Article

A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.