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Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

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

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

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 event report provides an insight into the rise of fake news, based on the insights of David Remnick, the Editor of The New Yorker.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Research Paper

This article looks at mistrust towards brands and advertising in the UK by exploring the severity of the issue, why it's happening and how brands can regain trust.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.