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Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

University of Melbourne and agency McCann revealed the insights behind their Grand Effie winning out-of-home campaign that raised awareness of the university’s research and boosted positive brand perception.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

News

BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...

Article

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Article

Explains the ingredients that will lead to success for planners in a new and changing environment.

Case Study

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Opinion

Rob Norman has been at the centre of the media world for over three decades. Now, as an adviser to his old firm WPP and a board member of others, he feels more involved with the industry than ever.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

Reveals the books that influenced Sean Larkins, global CEO at Kantar Public Consulting division.

Article

Looks at how brands can take a more collaborative approach to fulfil the needs and expectations of consumers.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Gunn Report

Looks into which Asian campaigns, along with the agencies that have worked on campaigns in the region, have performed best over the past year.