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Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

News

GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

Article

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

Article

This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.

News

SAN JOSE, CA: There is an increasing expectation among the C suite that chief marketing officers (CMOs) will drive growth and create business value, but a new study suggests that CMOs themselves are uncertain as to how they can best deliver on ...

Research Paper

This paper provides an overview of the Annual Global CEO Survey by PwC, the professional services group which, having run for 20 years, examines how CEOs respond to prolonged disruption in the market.

Article

This article reports ten facts about CMOs that agencies wouldn't necessarily know, with the aim of shining a light on running the public arm of massive organisations in the UK and beyond.

Case Study

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

Article

This article outlines three pressing issues for marketers to resolve, based on the views of Marc Pritchard, Chief Brand Officer at Procter & Gamble.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This article asks how groups of people make decisions about the future accurately, suggesting ways in which boardroom decisions can be improved with a little science.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.