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Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Opinion

Following its most recent earnings call, Apple is now worth a trillion dollars. A former creative director of the company believes its recent history has been too “vanilla”, but is vanilla, in fact, effective? Last week, Apple, the maker of the iPhone and the first ever company to be worth a trillion-dollars, announced its quarterly results.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser, the owner of brands such as Mucinex and Gaviscon.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.

Case Study

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Case Study

SBS, a free-to-air broadcaster in Sydney, attracted new viewers to its content with a social media-driven campaign for a crime drama, Deep Water, focusing on gay hate murders in the 80s and 90s.

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

Article

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Case Study

Lynx, a male antiperspirant brand, launched a content-led campaign in the UK to give masculinity a new voice.