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Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how ArtFund, an arts charity, successfully increased brand awareness and subscriptions by adopting a more commercial branding strategy in the UK.

Case Study

This case study shows how MasterCard, a financial services brand, installed an interactive display to collect food donations across the UAE.

Case Study

This case study shows how Purina, a dog food brand, created a Christmas 'doggie jingle' in order to increase brand awareness and sales in Singapore.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Case Study

This case study shows how Seeing Eye Dogs Australia (SEDA), a non-profit organisation, successfully found homes for their puppies by creating the first puppy subscription service in Australia.

News

MUNICH/LONDON: Telefónica Germany, the mobile network that operates under the O2 brand, has joined forces with a British start-up to provide its customers with more control over their personal data in return for more relevant ads.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Case Study

This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.

Case Study

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.