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News

MUMBAI: Small businesses and start-ups have as good a chance at finding the right audience on Instagram as big brands do – as long as they have a good story to tell.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

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

Gunn Report

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

News

BEIJING: Tim Hortons is the latest coffee-house chain to see China as a source of growth, joining Starbucks and a Beijing startup in announcing plans for expansion in what has traditionally been a tea-drinking country.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

Article

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

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.

Gunn Report

Coca-Cola, the soft drinks company, took a stand against intolerance towards the LGBT+ community in Brazil by transforming a discriminatory phrase into a tool to fight against the prejudice.

Article

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

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

News

NEW YORK: BlackRock, the asset-management company, has provided a high-profile endorsement for organizations that pursue a clear social purpose by suggesting this type of approach, rightly applied, is critical for long-term growth.

News

SYDNEY: News Corp, the newspaper publisher, is driving digital subscriptions through analysis of data to identify the types of content that audiences are willing to open their wallets for.

Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

Article

Planners were the first in the ad industry to take notice of “digital” as an opportunity and were the quickest to blog, to Flickr and to tweet, but to survive, planners must move beyond simply being authors and become doers as well.

Article

The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.