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Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

News

EUROPE: Channel 4 has joined the European Broadcaster Exchange (EBX), a digital sales group which intends to tap into the continent’s rapidly growing video ad market and to challenge the dominance of the digital duopoly in this area.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Telco brand Singtel used a multimedia campaign based around digital firecrackers at Chinese New Year to build brand affinity among families in Singapore.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Case Study

This case study explains how Samsung, a technology conglomerate, defined the 'human-centric' purpose of the brand for Vietnamese consumers by showing the brand story.

News

MUMBAI: Rural India is a huge market that is changing fast, and marketers need to understand how they can best reach consumers outside the urban areas that have largely fuelled brand growth.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

News

WASHINGTON, DC: Almost half of Americans fall into groups that are not very trustful of information sources and that show little inclination to upgrade their digital literacy skills, new research indicates.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Article

This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

News

LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.