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Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Global strategies, campaign updates and trends in the department stores sector.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

Case Study

London Beer Lab, a UK brewery that runs brewing workshops, increased sales and workshop income by putting the joy of experimentation at the centre of its identity.

Case Study

Thorn, a lighting brand from the parent company Zumtobel Group, launched its new range of LED lighting by illustrating its products as characters.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Case Study

Four Winds Vineyard, a small family-owned winery outside Canberra, Australia, redesigned its wine bottles with images from the vineyard to make the brand more personalised and appealing to distributors.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Case Study

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Case Study

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

News

SYDNEY: Loyalty marketing and retargeting is no longer enough in the era of ‘mass personalisation’, according to a senior agency executive in Australia.

Article

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.