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News

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, community and content, according to a senior executive at the company.

Article

National Public Radio (NPR), the media organization, has enjoyed success in the podcasting space by extending and adapting its expertise from traditional radio broadcasting.

Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

News

NEW YORK: Estée Lauder, the beauty company, has successfully engaged consumers by using “micro-storytelling” to advance a range of narratives in support of its brands.

Article

HowStuffWorks, the education-focused media company, saw great success with a true-crime podcast entitled “Atlanta Monster”, and hopes to repeat this impact with the second season in the “Monster” franchise.

Article

Podcasts represent an increasingly powerful advertising opportunity for brands, according to Randall Rothenberg, president/chief executive officer at the Interactive Advertising Bureau (IAB).

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Opinion

Innovating through products was a recurring theme among this year’s Effective Innovation winners at the WARC Awards.

News

LONDON: Guidelines and clean lines around a brand are the typical aims of marketers, but with new media – such as podcasts and Instagram Stories – an unpolished edge brings significant advantages.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Case Study

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

News

BEIJING: Comfort is winning over sex appeal in China’s bra market as women are increasingly choosing wireless, more comfortable bras as part of a shift that could affect the global market.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Nvidia, a computer game company, convinced Chinese gamers that its deal with Nintendo wouldn't compromise the quality of Nintendo games by holding a gaming livestream event with influencers.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.