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News

John Lewis, the UK department store, launched its traditional blockbuster Christmas ad yesterday, but new research from America suggests the quality of video ads is more important than budget, especially for small and medium-sized businesses.

Article

Visa, the payments company, enhanced various brand metrics in Brazil through a program based around charitable giving.

Article

Provides marketers with information and guidance about luxury brand advertising.

Opinion

At the 2018 ANA Masters of Marketing, customer-centricity emerged as a necessary part of a successful strategy.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Case Study

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Case Study

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Case Study

Bench, a Filipino fashion brand, increased sales among millennials by celebrating the contribution of the Philippines' overseas workers.

Research Paper

Market research company, respondi researched the extent to which online influencers are able to affect their audiences in Germany.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Case Study

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Case Study

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Case Study

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

Case Study

Ad Council, an American non-profit organization, convinced school dropouts to get their diploma in the US by launching No One Gets a Diploma Alone, to show the support they would receive.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.

Case Study

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Case Study

Comcast, a telecommunications conglomerate, used a message of hope, appreciation and understanding to inspire Hispanic consumers in the US and make them feel heard through grand celebrations of who they are – all while turning Xfinity technology into a symbol of cultural unity.

Case Study

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

Opinion

Influencers have gone from marketing’s darlings to a place of deep distrust – was it too good, too engaged, too cheap to be true? Or does influencer work need a more robust strategy? AllTogetherNow’s Isabel Day suggests a new way.

Article

Video has gone far beyond an online ad or a TVC, with a multitude of competing platforms, each with their own styles and strengths, understanding how to best use video assets is crucial.