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Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

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

Explores emerging trends and the implications for brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser, the owner of brands such as Mucinex and Gaviscon.

Article

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

The Transport Accident Commission (TAC), a for-profit social insurer for the State of Victoria, launched the Meet Graham campaign, which showed people in Australia how the human body would have to evolve to survive a crash.

Case Study

Emoticast, a UK-based entertainment startup, launched TuneMoji, an app that allows users globally to add music to GIFs, to help bring popular culture into messaging apps.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

News

GLOBAL: Licensing well-known characters can help a brand achieve cut-through and differentiation but marketers considering this approach need to be aware that the processes and priorities involved are very different to those of the ad industry.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Case Study

Suzuki, an automotive brand, stood out against the endless ads in the UK featuring cars driving through hills by creating a campaign that didn't look like other media campaigns.

Case Study

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

Case Study

McDonald's, an American fast food company, launched the Rising! Chinese Hip-Hop campaign in China, to rejuvenate the McDonald's brand among Chinese millennials.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

News

LONDON: US e-commerce specialist Fanatics has signed a kit-manufacturing deal with the UK football team Aston Villa in a move that could signal a major shift in the model of UK sports sponsorship that has seen big brands consolidate around big ...

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

Examines how to improve radio advertising by using Radiocentre's new campaign measurement and benchmarketing initiative as an example of success.