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Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

The AA, a British motoring association, increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

Article

The Association of National Advertisers (ANA), the industry body, is seeking to drive progress in the marketing industry through various means.

Case Study

Adidas, a clothing and accessories manufacturer, promoted the launch of FC Bayern Munich's new football kit in Singapore by creating a live event with the team itself.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

News

CHICAGO: Nickelodeon, the media company, is tapping into the power of nostalgia in a bid to strengthen its relationship with millennial consumers who retain an abiding passion for the television shows of their youth.

News

CHICAGO: Nickelodeon, the media company focused on children, uses four “pillars” to guide its strategy in areas such as brand activation and extensions.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Cracker brand Ritz boosted sales with a retailer-specific Cinco de Mayo promotion supported by social media in the US.

News

NEW YORK: The Association of National Advertisers (ANA) is acquiring the Data & Marketing Association (DMA) to form the single largest trade association in the US that is focused on all aspects of marketing.

Article

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Case Study

BrewDog, a beer brand, launched its Bar on the Edge campaign to establish the brand's position in the US.

News

CHICAGO: Over half of major brands that use influencer marketing also leverage paid-for ads to maximise the impact of these partnerships, according to a study by the Association of National Advertisers (ANA).

Article

Global strategies, campaign updates and trends in the luxury auto category.