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Article

Global strategies, campaign updates and trends in newspapers.

Case Study

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Case Study

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Article

To optimise communication effectiveness and resonate with audiences, there should be a combination of emotion and motivation, as emotion is “only a vehicle, not the motivational message itself”.

Case Study

Pepsi, a carbonated drink brand, maintained its position in Vietnam by launching a limited range of merchandise and a mobile online/offline experience.

Article

Highlights characteristics of the most effective teams, barriers to integration, and “how-to’s” for marketers attempting to “orchestrate” the work of multiple agencies and other partners.

Article

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

Case Study

Dainik Jagran, an Indian Hindi language daily newspaper, went beyond the margins of its pages, and used the power of community to demonstrate how the water crisis can be mitigated by people in India.

Article

Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Article

Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Opinion

In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

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

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Case Study

Gilead Sciences Europe Ltd., a research-based biopharmaceutical company, launched the Are You Chris? campaign to raise awareness of hepatitis C (HCV) in Germany.

Opinion

With a growing negativity towards strategy, is it time to take the strategic debate in a different direction, asks Malcolm White? He thinks strategy can be looked at in an entirely different way and offers a formula to do this.