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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

News

NEW YORK: As big brands move more media budget to digital and the upper funnel becomes more measurable, performance agencies are reaping the rewards.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.