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Article

Global strategies, campaign updates and trends in newspapers.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Opinion

We Are Social’s ‘not another trends report’ is a dispatch from the changing social space. CSO, Mobbie Nazir takes us through some of the key trends.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Case Study

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

News

Marketers seeking to drive environmentally-friendly behaviors could benefit from understanding the role of “green guilt” and financial considerations, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Marriott, a hotel and lodging company, partnered with LGBT influencers to make every traveler feel welcome in a campaign spanning Latin America.

News

SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

News

NEW YORK: Green products launched by mainstream brands can suffer when flagging up their eco-friendly credentials using visual cues at the point of purchase, according to a study published in the Journal of Advertising Research (JAR).

News

LONDON: More than half of UK teenagers aged 16 and over have deliberately bought or deliberately stopped using a brand because of its ethics, new research indicates, but these remain secondary factors in purchasing decisions behind quality and ...

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Gunn Report

Greenpeace, a non-profit environmental organisation, launched a striking print campaign in Malaysia to raise awareness about the devastating effects deforestation has on rainfall.

Gunn Report

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US through an experiential campaign that developed a wall of pills engraved with the faces of overdose victims.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

News

LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.

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.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Gunn Report

LADBible, a British social media and entertainment company, teamed up with Plastic Oceans Foundation, a global non-profit organisation specialising in plastic pollution, to urge governments around the world to wake up and address the plastic crisis affecting our oceans.

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.

Case Study

Shell, a multinational oil and gas company, launched its global Make the Future initiative in collaboration with bio-bean to support bright ideas and provide cleaner energy solutions.

News

LONDON: More brands and media owners are allying themselves with social issues, including mental health which is a particular problem among younger people.