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Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Article

Programmatic, personalisation, content, social media, and response-led digital have led to an exponential growth in demand for collateral.

Article

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

Examines the use of emojis in marketing by looking at a study from mobile app engagement provider Appboy, and provides brands with tips on how to incorporate emojis seamlessly.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Case Study

The Chemours Company, an American chemical company, turned the periodic table into a musical video series to celebrate National Chemistry Week and inspire children, parents and teachers across America.

Case Study

Intel, a technology company, got involved in the conversation surrounding cybersecurity by launching a video campaign on World Password Day to show US millennials how to be safer online.

Case Study

Radio Flyer, the US toy company, created a fictional travel agency experience for kids to encourage their imagination and increase brand recognition.

Case Study

State, a general insurer and founding partner in Fly Buys (a national loyalty programme), created an online game that offered bonus points rewards to retain and increase customer engagement in New Zealand.

Case Study

Arby's, the restaurant chain, abandoned traditional messaging to target smaller, niche passion points – with a particular focus on gamers and gaming culture in the US.

Article

Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

News

GLOBAL: Consumers are more likely to support brands that use faces in their imagery because people have a fundamental need to form and sustain relationships, a recent academic study has found.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Case Study

This case study details how Tommee Tippee, an infant products brand, re-designed its global website to not oversell to or patronise parents.

Case Study

This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Case Study

This case study details how The Times, a national British newspaper, increased retention of subscriptions through targeted direct mail.

Case Study

This case study describes how England Rugby 2015, the task force behind hosting the Rugby World Cup competition in England, launched a campaign celebrating the tournament to sell tickets and exceed its revenue target.

Case Study

This article describes the strategy behind the launch of the Arccos golf app, which helps golfers improve their game by offering stat tracking and analytics that inform their on-course decision making.