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News

SYDNEY: Four days after several sponsors reacted decisively to the admission of ball tampering by three Australian cricketers, there are now suggestions that they may have been too quick to pull the plug.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Opinion

Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .

Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Case Study

Cereal brand Kellogg's became a breakfast advocate in India promoting the consumption of the most important meal of the day.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

Article

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

News

LONDON: Papers from Marks & Spencer, BBC Radio 4, Barclays and Exterion Media are among the winners at the MRS Awards 2017, which recognise the effective use of market research.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

News

NEW YORK: The Kellogg Co., the food manufacturer, is tapping more “agile” ways to determine return on investment (ROI) in order to help it adapt marketing strategies at greater speed.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

Article

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

Article

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.