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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Case Study

Microsoft, a technology company, demonstrated its dedication to empowering educators to provide new generations with knowledge for the digital age across Asia by celebrating a teacher whose work had gone viral on Facebook.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Case Study

UOB Private Bank, a Singaporean private bank, built a brand identity over the course of three years to organically grow its business and achieve a top-five assets-under-management (AUM) placement.

Case Study

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Savlon, the personal care brand, increased sales of its hand-wash product in India by making it easier to access and use.

Case Study

Narayana Health, a chain of hospitals in India, used a stealth campaign to increase breast self-exam rates in the country.

Case Study

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

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Case Study

Heritage brand Hamam Soap harnessed a powerful idea in Tamil Nadu, India, to connect with its target group and recapture brand love.

News

BERLIN: Zalando, the online fashion retailer, is betting on a festival celebrating streetwear to cultivate and grow a loyal community.

Case Study

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

Case Study

Leading babycare brand, Johnson's Baby, used a social media strategy in the Kingdom of Saudi Arabia to increase brand love and encourage mums to be in the moment with their child.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

Monzo has built a following and a community around its product, allowing it to grow swiftly, build new and category-changing features, and attract a generation that has an uncomfortable relationship to money.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.