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Case Study

This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Case Study

This case study explores how The 3% Conference, offering research and content on diversity within advertising, launched a national campaign in the US to reset the outlook that those who work longest are the most committed.

News

JAKARTA: Ramadan marks the biggest spending month of the year in Indonesia, with marketers hoping to boost sales as consumers, flush with annual wage bonuses, buy a range of items across categories.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

News

NEW DELHI: Dabur, the FMCG company which has long been active in the Ayurvedic sector, is adopting a science-based rationale and cause marketing in order to attract more youthful consumers, a leading executive has said.

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Case Study

This case study shows how Brook Bond Red Label, a tea brand in India, created two TVCs showcasing common social tensions being appeased by the power of tea, to regain market leadership.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

News

SINGAPORE: Millennials in Singapore are more receptive to cause-based marketing than previous generations but brands should strategise carefully, new research indicates.

Case Study

This case study describes how YMCA, a welfare movement that has been actively fighting violence against women for 145 years, used social media to generate awareness of the issue in Canada - on a zero media budget.

Research Paper

This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.

Case Study

This case study explains how TAFE, India's second largest farm equipment manufacturer, brought a real change in the life of its consumers, the farmers, by launching India's first citizen-led farmer-support campaign called #BeaFarmDost (BeaFarmFriend).

Case Study

This case study shows how Paw Justice, a non-profit organisation, put a rival at the core of its own campaign to make this rival change its practices.

Case Study

This case study describes how YWCA, an international women's rights organisation, exposed violence against women with its #NotOkay campaign in Canada.

Case Study

This case study details how the United Nations Office for the Coordination of Humanitarian Affairs (UNOCHA) engaged millennial audiences in the US with its #ShareHumanity campaign.

News

LONDON: Marketing campaigns that benefit communities as well as a brand are often a useful way of stepping beyond traditional advertising, and Wrigley's Extra is the latest brand to adopt this approach for a summer campaign in the UK.

Article

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

News

CHICAGO: Valspar, the paint brand, took top honours at the 2016 REGGIE Awards for its "Color for the Colorblind" campaign developed with agency FCB Chicago.

Article

This article discusses the new types of partnerships that marketers need to pursue in order to thrive in the digital era.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

Case Study

This case study demonstrates how the charity, Stand Up To Cancer (SU2C) and MasterCard, the financial brand, partnered to raise both donations for the charity and transactions through the credit card in the US.

Case Study

This case study explains how Tata Tea, the Indian tea brand, used social cause marketing - focussing on women's participation in elections - to build connections with people and increase sales.

Opinion

An invitation to build lasting brand initiatives called Social Enterprises This blog is by Ethel Sanchez, Regional Planning Manager at Lowe and Partners Worldwide.

Case Study

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.