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Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

News

SYDNEY: News Corp, the newspaper publisher, is driving digital subscriptions through analysis of data to identify the types of content that audiences are willing to open their wallets for.

Case Study

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

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Research Paper

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

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Case Study

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Case Study

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Case Study

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.

Case Study

HP Inc, an American technology company, created awareness of the dangers of a hacked printer by launching a global episodic film series, entitled The Wolf.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Opinion

A business model which relies on hoovering up huge amounts of personal data from consumers is under threat from GDPR and the Cambridge Analytica revelations.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Case Study

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Article

1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space with marketing efforts based around sympathy.