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Opinion

Nick Speakman, Founder and Head of SPORF, discusses the ever-changing social media landscape and how success is measured in the industry.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Opinion

Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Article

Church’s Chicken, the fast-food chain, has built brand pride and identity by celebrating the under-served communities in which it operates.

Case Study

Taj City, a luxury property development in Cairo, used a social-media-based campaign to attract new residents.

Case Study

Leading babycare brand, Johnson's Baby, used a social media strategy in the Kingdom of Saudi Arabia to increase brand love and encourage mums to be in the moment with their child.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Gunn Report

Loto-Québec’s Lotto 6/49, a national Canadian lottery game, leveraged its historic association with lucky moments to launch a budget-friendly campaign with social media and real-time video at its heart.

Opinion

In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results.

Article

The Marketing Complex argues that the focus on the big idea and the audience is distracting brands from the approach they should be taking.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Case Study

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

News

SYDNEY: It’s time to update the idea of what marketing to a family might mean in the modern age – and more than ever, family is a state of being rather than a fixed template, according to two agency experts in the area of marketing to ...

Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Opinion

The highest order of agency-client relationship is that of the trusted advisor, argues Jim Hubbard of White Door Consulting.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.