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Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

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

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Case Study

The University of Sydney, in Australia, used programmatic to deliver highly personalised ads which led to an increase in postgraduate applications and a reduction in cost per acquisition.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

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

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

News

ORLANDO, FL: State Farm, the insurance provider, has made “solve don’t serve” one of the guiding principles for its brand, reflecting its emphasis on helping customers obtain their life goals, rather than only being there if ...

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

News

TORONTO: Canadian consumers consider authenticity to be a key factor in purchase decisions, but companies in Canada lag in delivering on this key element according to a new report.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.