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Case Study

Volvo, a Swedish automaker, capitalised on its reputation for safety by having car crash survivors act as sales agents at high traffic stands in shopping malls.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

News

ORLANDO, FL: Marketers must find a more refined balance between building their brands and meeting short-term objectives, according to Eric Reynolds, the CMO of Clorox.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

News

CHICAGO: Tough Mudder, the endurance event series, has successfully created “sticky” engagement with a passionate millennial audience by delivering compelling physical experiences and content plays alike.

Article

Tough Mudder, the endurance event series, aims to connect with its millennial audience on an on-going basis, as well as to help its sponsorship partners achieve a similar goal.

News

NEW YORK: Pharmaceutical companies posted the greatest increase in brand-activation marketing operator revenues last year, according to a report from the Association of National Advertisers (ANA), the trade body, and PQ Media, the research firm.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

News

NEW YORK: Brand activation revenues should reach $357bn this year, according to a forecast from the Association of National Advertisers (ANA), the industry body, and research firm PQ Media.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Article

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

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 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.

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.

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.