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Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

BabyLove, a brand of nappies, successfully launched its new product, nappies for premature babies, by creating an app to provide a community for parents of premature babies in Australia.

News

SINGAPORE: A savvy public relations strategy is still important in the digital age, especially when building brand awareness, according to a senior executive at a Singapore telco.

Article

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

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.

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

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

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.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

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

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Case Study

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Case Study

Bodyform, a feminine hygiene brand, used YouTube to help it launch a powerful film that broke the taboos surrounding periods.

News

GLOBAL: A ground-breaking campaign by AMV BBDO for feminine hygiene brand Bodyform has won the Grand Prix in the Effective Use of Brand Purpose category in the 2018 WARC Awards.

Case Study

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Article

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.