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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

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?

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 that is poisoning 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.

Case Study

Siemens, an industrial manufacturing company, launched the AirDrop Initiative campaign in South Africa to increase brand awareness and generate positive brand sentiment.

Article

As marketers have rushed to shift spend from traditional to digital marketing, their eagerness to embrace the new has often made them forget the tried-and-tested ways to build consumer connections.

Case Study

Mattel, a toy manufacturing company, created a new version of its UNO card game that accommodated for people suffering from colour blindness in order to stay top of its category.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

News

MIAMI: Rubin Postaer and Associates (RPA) won the 4A’s Partnership of the Year award for Imaginary Friend Society, a campaign for the Paediatric Brain Tumor Foundation, which aimed to educate and empower families that had been impacted by ...

Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

News

NEW YORK: Ecological causes are among the most common drivers of corporate social responsibility (CSR) programs, and consumer responses to these efforts are often rooted in hope or fear, according to a study published in the Journal of Advertising ...

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

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.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.