Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


211 results found
Sort by

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

CHICAGO: Brands should not forget the power of "presence" in making a long-term impact with consumers, according to Ivan Pollard, the newly appointed CMO of General Mills, and previously a strategic marketing leader at Coca-Cola.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

News

CHICAGO: Indian Motorcycle is giving "old-school" marketing a key role in its strategy as the brand seeks to engage with current and potential riders and, ultimately, drive new purchases.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

News

CHICAGO: Maltesers, the chocolate brand owned by Mars, believes an influencer-driven launch strategy can help it successfully attract attention from young consumers in the US.

Article

This event report outlines how Maltesers, the candy brand owned by Mars Inc., put influencer marketing at the heart of its launch strategy in the US.

News

CHICAGO: Russell Athletic, the sporting apparel group, enjoyed marketing success by subverting category norms and focusing on unlucky losers rather than triumphant winners.

Article

This event report outlines how Russell Athletic, the sporting apparel brand, found success by flipping traditional category conventions.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Opinion

You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage? For many marketers, digital is that person.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Case Study

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study shows how Paper Boat, a beverage brand, stood out in the cluttered Indian beverages market with an emotionally-charged campaign.

Article

This event report outlines how IT'SUGAR, the candy retailer, hopes to transform influencer marketing to the benefit of its brand, customers and marketing partners in the US.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.