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Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

News

LONDON: The use of out-of-home in advertising campaigns can significantly boost growth in profits and market share while also gaining new customers, a new study suggests.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

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.

Case Study

Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

News

LONDON: Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Case Study

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

News

LONDON: As voice-interface devices look set to enter the mainstream, a new study shows that over half of Amazon Echo users can recall hearing advertising via the device.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.