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Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study describes how Bank of Ireland, an iconic Irish bank brand, was brought from the brink of brand extinction thanks to a new unifying brand idea.

Case Study

This case study describes how 20th Century Fox overcame the difficulties of releasing the film The Book Thief in Australia under trying conditions.

Case Study

This case study explains how NRMA Insurance, an Australian car insurer, used its knowledge of car model safety to get people to think more carefully about their car choice.

Case Study

This case study describes how the Insurance Australia Group's brand NRMA Insurance differentiated its cover from its competitors.

Case Study

This case study describes how the SmartLife Foundation in Dubai employed crowd-sourced social empathy to raise funds to help educate labourers' children.

Case Study

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.

Case Study

This case study explains how Fleetmatics, a GPS vehicle tracking software, adjusted its message for small businesses in the US, cutting the jargon and bringing in a straight-talking brand character.

Case Study

The case study describes how the US Navy used puzzles, cyphers and cryptic clues regarding the location of a fictional enemy to fully meet its goal for recruiting cryptologists.

Case Study

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.

Case Study

This case study demonstrates how Molson Canadian, the beer brand, used a patriotic campaign to reverse a five year downward trend and grow share.

Case Study

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.

Case Study

This case study explains how Missing People, a charity, successfully used digital outdoor media to publicise urgent missing person appeals in the UK.

Case Study

This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.

Case Study

This case study explains how Ford, the car manufacturer, increased sales of its Fiesta model in the US by targeting millennials with an advocacy driven digital campaign.

Case Study

This case study describes how Ford, the automotive company, launched its new C-MAX hybrid car in the US with a comparative campaign that challenged the dominance of the leading model: the Toyota Prius.

Case Study

This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers.

Article

Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications.

Research Paper

This paper examines some characteristics and trends in the Big Data solutions that are now available to businesses.

Case Study

The iconic Mustang model from Ford, the automaker, was facing a shrinking segment and its first real competition in the US market for over a decade.

Case Study

The scale and complexity of switching the UK from analogue to all-digital TV presented a huge implementation challenge.

Case Study

This case describes a change-of-image campaign for TENA, a global supplier of bladder weakness products, and how it revived a declining range of products and recruited a previously inaccessible audience.

Case Study

Faced with the rise of new media platforms, channels and delivery mechanisms, cable TV channel HBO needed to convince subscribers it was worth continuing to pay a premium for HBO.

Article

Quoting Alan Kay ("the best way to predict the future is to invent it"), this essay argues that planning in the next decade must be about rigour, understanding, and inspiration.

Case Study

In 2010, dating site Zoosk had aspirations to become the third major player in a category dominated by Match.com and eHarmony.