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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

Provides marketers with information and guidance about determining the optimal TV ad length.

Research Paper

Researchers from The House of Insights and Haystack International partnered to develop a tool that can predict the likelihood of a flavour succeeding in any given beverage market in the world.

Case Study

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Research Paper

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

Research Paper

Metfriendly, a financial institution, increased its new business and membership in the UK by using insights to build a new communications strategy with potential members.

Case Study

Ad Council, an American non-profit organization, convinced school dropouts to get their diploma in the US by launching No One Gets a Diploma Alone, to show the support they would receive.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Case Study

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Opinion

The consequence of not having sufficient perspective is that it’s easy to start believing your own publicity, therefore, Malcolm White says, an agency’s most valuable strategic service to their clients is to put the client brief through a constructively sceptical filter.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

Article

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

News

HOLLYWOOD, FL: Marketers hoping for stronger creative work must look beyond a reliance on templates when crafting briefs, and instead make this process a truly collaborative exercise with their agencies.

Case Study

Donate Life America, a non-profit organ and tissue donor registry, created a YouTube video to persuade millennial men to become organ donors in the US.