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Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

News

HOLLYWOOD, FL: TD Ameritrade, the investment and brokerage company, successfully enhanced its marketing analytics capabilities to reflect its changing business priorities.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.

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

EUROPE: Private label’s value share is growing by 4% a year across European grocery markets and reached 39.4% in 2017, according to new research which reports that private label outperforms national brands in the UK, Germany, Spain and Italy.

Article

The rise of digital has, to some extent, changed the long-term requirements of the planning process, with digital native brands, such as Airbnb, disrupting every category.

Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

News

DUBAI: Campaigns from Coca-Cola, Byblos Bank and the Saudi Telecom Company are among the 20 papers shortlisted for the 2018 WARC Prize for MENA Strategy.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

News

IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

News

BEIJING: China’s increasingly wealthy and health-conscious consumers helped to drive rapid growth in the country’s fast-moving consumer goods (FMCG) market in 2017.

Article

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Article

Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.