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News

LONDON: Most TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video on Demand (BVOD) and both media owners and advertisers need to understand the impact of this ...

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

News

LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

News

TOKYO: Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets, a senior agency strategist has suggested.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Gunn Report

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are cleans clothes, it’s got to be a Tide ad.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Article

Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets.

Case Study

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Case Study

Superdry, a branded clothing company, mixed up its approach to its key sales category, jackets, by creating the 'This is the jacket' campaign in the UK.

Case Study

Food brand Knorr used a digital campaign to show Taiwanese households that making Western dishes at home can be easy.

Case Study

ActivKids Immuno Boosters, a nutrition supplement, used content and social media to build a parenting community and increase sales in India.

News

MUMBAI: Brands must keep pace with Indian consumers or risk becoming irrelevant, according to Harish Bijoor, the respected Indian branding consultant.

Case Study

MAC, a cosmetics manufacturer, increased store visits and sales by launching a digital out of home campaign in two popular shopping malls in Istanbul.

Article

According to Indian brand guru Harish Bijoor, brands in the company must keep pace with Indian consumers or risk becoming irrelevant.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Article

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Article

Global strategies, campaign updates and trends in the clothing and apparel industry.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.