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Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

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.

News

SINGAPORE: Coca-Cola believes that there is significant scope for expansion in Asia-Pacific, but a senior executive has admitted the soft drinks giant needs to get better at segmenting audiences across the region.

Case Study

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Research Paper

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

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Case Study

Heineken, a beer brand, encouraged sales and increased positive brand perception in Brazil by launching an experimental film that broke gender stereotypes in football with its sponsorship of the UEFA Champions League Final.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Case Study

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

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Case Study

Life insurance company Aegon Life used a light-hearted digital campaign in India to relaunch an existing business with a shift to a digital-first business model.

Case Study

White Night, a night light and entertainment show, used a tiered content strategy on social media to increase visitor numbers to the annual event in Melbourne, Australia.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

News

LONDON: A majority of Brits want and expect a brand to reward their loyalty, but their motivations vary and brands need to understand that they may not necessarily be the main attraction – some consumers value partner brands more highly.

Case Study

TV channel Sony Entertainment TV used Facebook and digital ads to recruit viewers to its new dance reality TV show in India.

Case Study

SBS, a free-to-air broadcaster in Sydney, attracted new viewers to its content with a social media-driven campaign for a crime drama, Deep Water, focusing on gay hate murders in the 80s and 90s.

Article

The word ‘brand’ is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services, but these are only the visible tips of the iceberg.

Article

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

Case Study

In a declining market, Shinola, a US lifestyle brand specialising in watches and luxury goods, used a variety of media to inspire positivity and proactivity in the public, and thereby reinvigorate the brand.