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Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

News

SYDNEY: When Latitude Finance (previously GE Money) launched in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks, according to a senior marketer at the company.

News

LONDON: A majority of young people in the UK think they have influence on their peers but few regard themselves as influencers on social media and many reject the ‘influencer’ label, new research shows.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

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

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Opinion

Social media has changed dramatically from the last decade. DDB Latina's Juan Isaza examines the shift in how we use social.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

News

NEW YORK: Goop, the $250 million lifestyle and wellness brand, begun by Gwyneth Paltrow, emerged from a newsletter to create a business built on the value of finding beautiful things.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

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.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Case Study

Fortis Healthcare, a chain of specialist hospitals, designed the #MoretoGive campaign to show Indians that they each have the power to give life to eight other people.

Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

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.