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News

CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Article

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

News

NEW YORK: Tourism Australia is building on the success of an ad disguised as a trailer for a new Crocodile Dundee movie with a series of online videos that form part of a “conversion exercise”.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Case Study

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

Article

Heineken USA, the brewing group, is seeking to meet the challenges that “walled gardens” pose to brands that are seeking to connect with consumers in the digital ecosystem.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Opinion

Jem Fawcus is the owner and group CEO of qualitative research company Firefish whose clients include Unilever, PayPal and Twitter.

Article

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

News

GLOBAL: Lenovo, the Beijing-based technology firm, is the Chinese brand that has made the biggest impact in international markets, according to a new report that highlights innovation as the key to the success of China’s leading brands.

Article

Details nine key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.