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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

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.

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.

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.

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

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

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Opinion

The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Gunn Report

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are cleans clothes, it’s got to be a Tide ad.

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Opinion

We’re currently living through the ‘mid-digital age’, according to Zenith ’ s Tom Goodwin, but it’s time marketers started considering the post-digital age.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

UN Women, a UN entity working for the empowerment of women, launched a campaign to curtail current Pakistani law that allowed men to 'lightly beat' women, by showcasing empowered women that could inspire others and cause a societal shift.