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Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

News

LONDON: Technology has disrupted many industries by addressing consumer pain points and making their lives easier, but, an industry figure has argued, “frictionless” brands become less intrusive and less front of mind.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

News

LONDON: A new ranking of the UK’s top 50 most valuable brands is skewed towards telecoms, finance and utilities companies and does not include any tech businesses – a factor that is affecting the overall health of UK brands according to ...

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Opinion

Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Electronics brand Panasonic increased washing machine sales in China with the launch of a new model that helped reduce stress on the back.

Case Study

Fashion retailer H&M transformed social media platform WeChat into a consumer-profiling tool and turned fans into ecommerce customers in China.

Case Study

Online brand Amazon used a multichannel campaign to build its credentials as a site for fashion in India.

Case Study

Daily newspaper Dainik Jagran became relevant to, and changed perceptions of, small-town youth in India through a film festival.

Case Study

Financial brand Citi India used digital and social channels to boost preference for its credit cards during Diwali.

Case Study

Telco brand Singtel used a multimedia campaign based around digital firecrackers at Chinese New Year to build brand affinity among families in Singapore.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Opinion

Praise, prestige, recognition and reward are within your grasp… that is if you can prove the value of your expertise.

News

BRUSSELS: A campaign by Aldi and McCann Manchester in the UK and Ireland, which placed a humanised carrot at the centre of a Christmas campaign to emphasise the magic of the holiday season, has won Grand Prix at the EACA Euro Effie Awards.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

News

NEW YORK: Agencies will need to enhance their focus on delivering brand experiences as they endeavor to serve future client needs, according to Mukul Deoras, Chief Marketing Officer of Colgate-Palmolive.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

News

SYDNEY: A fantastic brand experience is key to building brand awareness in Australia’s crowded automotive category, according to a senior marketer at Renault.