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Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

News

Building ‘operating principles’ for brand strategy over ‘brand values’ can offer more flexibility to marketers and offer measurable and actionable goals rather than vague value statements, according to a leading planner.

Case Study

Salt brand Tata Salt appealed to communities in the rural state of Bihar in India with an experiential installation at the Chhath Puja pilgrimage site.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Opinion

Hall & Partners’ Ziad Skaff shares what he’s learned from two years of judging the WARC Prize for MENA Strategy.

Article

Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Nintendo Co Ltd.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Case Study

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

News

The reintroduction of a popular character proved a wise move for frozen food brand Birds Eye, as the return of Captain Birdseye helped drive improved brand metrics and reverse a precipitous decline in sales.

Article

Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.

Article

Global strategies, campaign updates and trends in the dairy, fats and oils category.

Case Study

Meat and Livestock Australia, a public authority providing research for the Australian red meat and livestock industry, overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

Case Study

Tesco, a supermarket chain, leveraged social platforms behind the brand promise of 'Every Little Helps' to change brand perception and create commercial growth in the UK.

Case Study

Deutsche Telekom, a telecommunications company, collaborated with voice actors, motion data capturers, sound engineers, 4D artists, game developers, hardware hackers, architects and craftsmen to deliver 'AR Sports', an immersive mixed reality brand experience in Barcelona.

Opinion

As media has fragmented so has the practice of overall communications planning, says Faris Yakob. With a whole landscape of specialist agencies and tools vying for attention and dollars, comms planning is due a rebirth.

Case Study

Durex, a condom brand, launched a chatbot on Facebook Messenger to help answer sex related questions from users in India in a credible and conversational way.

Case Study

Audi, an automotive brand, launched a sequel to it’s the Doll That Chose to Drive ad in Spain by releasing a short film that broke the traditional stereotypes of a fairytale.

Article

Discusses the changing approach to brand architecture from brands in Asia.