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Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Opinion

As customers change the way they interact with brands, the way we think of conversion funnels needs to evolve as well, writes Mirum’s Nick McLawhorn.

News

LONDON: When it comes to researching their summer holiday destinations, two-thirds (65%) of young Gen Z British consumers prefer to do so on a laptop rather than a smartphone (24%), a new survey has revealed.

Article

Adam Ferrier, founder of THINKERBELL, discusses what happens when brands put the consumer at the heart of their decision making, CX, and design.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

News

ORLANDO, FL: The Campbell Soup Co. is leveraging cutting-edge technology to provide a new service, called Habit, that uses a consumer’s DNA to provide tailored food suggestions.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Barbie, the toy brand, increased sales in Asia by demonstrating the transformative power of imaginative play on children in a digital video and social media campaign.

Case Study

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Case Study

Online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.

Case Study

Financial brand Citi India used digital and social channels to boost preference for its credit cards during Diwali.

Case Study

Make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

News

COPENHAGEN: Small moves towards personalisation based on big groups of consumers rather than audiences of one have proved highly effective for UK fashion retailer Topman.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.