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Research Paper

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.

Case Study

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.

Research Paper

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Case Study

BookMyShow, an online ticketing platform in India, grew ticket sales, app adoption and engagement with an online campaign.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Research Paper

Nature’s Way, a vitamins and supplements brand, transformed itself from not leveraging data at all to becoming dependent on data, insights and the Marketing Capabilities function, which has resulted in growth for its products in the US.

Case Study

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Case Study

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Case Study

The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

The US Army, the land warfare branch of the United States Armed Forces, created a video ad with secret messages and puzzles in order to recruit white hat hackers who want to use their skills for good.

Case Study

Colors TV, India's largest general entertainment channel, positioned Hindu goddess Mahakaali as a feminist icon in a show about her.

Article

Getty Images, a provider of images and videos for the creative industries, tapped the power of psychographics in order to better understand consumers and content alike.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Case Study

Pfizer Canada Inc., a biopharmaceutical company, created public awareness for metastatic breast cancer by launching a multi-channel campaign in Canada.

Case Study

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Article

Minor League Baseball (MiLB), the sports league, has established an ambitious growth agenda as it seeks to build fan numbers and engagement for 160 professional teams.