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Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Article

This 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.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

LONDON: There were almost 1.7bn rail passenger journeys in the UK in 2015-16, a record high, and with the average commute lasting 40 minutes new research suggests this provides opportunities for OOH and digital marketers to engage.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Opinion

In a keynote presentation delivered at Insight Innovation eXchange (IIeX) 2017, J. Walker Smith, Global Chairman of Kantar Futures, explains how businesses need to make new connections with consumers if they are to prosper in tomorrow's world of information overload, slowing economic growth and planetary limits on resources.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This article looks at how marketers have a problem with the filter bubbles they create around themselves, insulating them from other, equally valid points of view.

Case Study

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

Article

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

This paper describes 'Social Fingerprinting', a research methodology developed by IPG Mediabrands, a group of media planning agencies, for extracting insight from large datasets from Twitter, the social platform.

Case Study

This case study describes how the Art Gallery of New South Wales, Sydney's premier art gallery, promoted its 'Greats' exhibition by targeting 'Culture Casuals' and the group's engagement with the artisan movement in Australia.

Case Study

This case study describes how Coca-Cola created a purposeful community improvement platform as a way to win more brand love and affinity with teens and youth in the Middle East.

Case Study

This case study explains how Aviva, the insurance company, challenged people to show how safely they drive and increased its car insurance sales in the UK.

Case Study

This case study explores how SAS, a Czech data processing firm, found free media and regained market position, by crunching the data for serious news stories, making the company relevant again.

Case Study

This case study shows how Aviva, an insurance company, created a hidden camera TV short series to illustrate the dangers of reckless driving.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Research Paper

This paper examines how two Dutch charities, Kinderfonds MAMAS and the Nierstichting, utilised 'Telling', a narrative tool, to help them openly and emotionally connect to people through listening, in order to raise more funds.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.