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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Article

A case study for Shell, the oil and gas production company, shows how virtual reality (VR) is unique in its ability to provide 'presence' and immersion in the social dynamics of an environment.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

InSites Consulting conducted an experiment with dairy products company Danone and video platform Voxpopme in the UK to find out if automation and machine analysis can be beneficial when conducting qualitative video analysis.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Article

This Girl Can, Sport England's campaign to get women aged between 14 and 40 exercising in some way, successfully changed women's attitudes and behaviours around keeping fit.