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Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Opinion

Sonja Wessel, Senior Manager, International Marketing Communications at Deutsche Telekom, reveals how the telco’s brand positioning evolved into a force for good in developing a deeper understanding of dementia and its causes through its Sea Hero Quest game.

News

GLOBAL: The most effective campaigns put some serious thought into what technology can help them achieve, such as building emotional equity, rather than simply using tech for tech’s sake, according to a WARC study.

Article

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Case Study

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Case Study

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

Article

The 4A’s (American Association of Advertising Agencies) is tackling brand safety concerns through the creation of an Advertising Protection Bureau.

Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Case Study

Addiction support organisation Addict'Aide launched an Instagram-focused, cost-effective campaign in France to highlight the early signs of addiction to alcohol.

Case Study

Fast-food brand KFC launched Malaysia's first Facebook Live gameshow to target millennials and gain back relevance for the brand.

Article

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Case Study

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Opinion

Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.

Article

McAfee, the cybersecurity company, faced a major threat to its brand reputation having been hacked on LinkedIn, the social network.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Article

State Street Global Advisors, the investment company, caused a stir in the financial and marketing industries with its “Fearless Girl” statue in New York City.