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News

NEW YORK: A single facial tick, in the form of a “genuine” smile, can enhance the persuasive appeal of a celebrity endorser and may even improve perceptions of a well-known brand spokesperson whose reputation has slipped.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

News

GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.

News

SINGAPORE: Well-recognised brands such as McDonald’s and Samsung use design to boost their brand imprint to prompt maximum saliency and recognition, according to new BrandZ research from Kantar Millward Brown.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q1 of 2018.

Opinion

Sonja Wessel, Senior Manager, International Marketing Communications at Deutsche Telekom, reveals how the telco’s brand positioning evolved into a force for good in developing a deeper understanding of dementia and its causes through its Sea Hero Quest game.

News

GLOBAL: With the GDPR due to be implemented in a month’s time, many marketers at major multinationals are not fully aware of the implications for future campaigns, according to new research from the World Federation of Advertisers (WFA).

News

SHANGHAI: Wealthy Chinese students studying abroad are an increasing focus for luxury brands, with label-loving students acting as key opinion leaders and personal shoppers in international Chinese communities.

Article

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Case Study

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Case Study

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Case Study

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

Article

The 4A’s (American Association of Advertising Agencies) is tackling brand safety concerns through the creation of an Advertising Protection Bureau.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Case Study

Fast-food brand KFC launched Malaysia's first Facebook Live gameshow to target millennials and gain back relevance for the brand.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.