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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

News

BEIJING: WeChat is a fundamental channel through which to reach Chinese consumers around the world and in real time, but some of the most luxurious global brands are yet to figure out a firm strategy.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Article

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

Opinion

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

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Intel, a technology company, raised sales and awareness of its VR installation for helping treat Autistic children in China by telling the stories from parents of Autistic children and demonstrating how it works.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

SAP Customer Experience (SAP CX), a software corporation, was able to shift perceptions of it from an IT vendor to a thought leader in customer experience and e-commerce in Singapore and the wider APAC region.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Case Study

Hand-sanitiser brand Dettol reduced rates of diarrhoea among children and grew penetration with an educational campaign in India.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

News

LONDON: More than half of UK teenagers aged 16 and over have deliberately bought or deliberately stopped using a brand because of its ethics, new research indicates, but these remain secondary factors in purchasing decisions behind quality and ...

News

OREGON: Nike, the global sportswear giant, has put a controversial figure at the very front of the 30 th anniversary of its ‘Just Do It’ slogan as it unveiled a new campaign featuring Colin Kaepernick.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).