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Opinion

Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

Case Study

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

Off The Street Club (OTSC), a non-profit children's organization, was able to increase funding in the US using an emotional campaign featuring real children.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

News

BEIJING: Premium baijiu brands are tapping new markets in China, aiming to reach younger, middle class consumers with new products while also anticipating that a younger generation attracted to foreign spirits will eventually come back to the local ...

Case Study

Laura Moser, a 39-year-old mom, turned her feelings of despair over the 2016 general election into ‘Daily Action’, a text messaging service that allows subscribers to act upon political issues in the US.

Case Study

This case study explains how Beats, a headphone brand, used a cast of global sporting heroes acting as brand ambassadors to enable the brand's 'Be Heard' banner to resonate with sports and music fans globally.

Case Study

This case study looks at how a team of strategists and entrepreneurs harnessed the disruptive power of cannabis to create hmbldt: a new medicinal cannabis brand launched in the US in 2016.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

News

HARIDWAR: Patanjali, the disruptive FMCG brand, is branching out in a new direction as its founder has announced he is entering the private security business.