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Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Case Study

Lipton, a tea brand, promoted its matcha tea in the US by redesigning its bottles to link it back to its Japanese origins with imagery of fans and trails of matcha powder.

Article

Programmatic, personalisation, content, social media, and response-led digital have led to an exponential growth in demand for collateral.

Article

Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.

Case Study

Channel 4, a British public-service television broadcaster, created a contemporary, interactive quiz to increase viewer engagement and prompt views on its catch-up service All 4.

Case Study

TLC Marketing, a marketing agency, used Direct Mail to stand out and increase promotions with its network of fish and chip shops in the UK.

Case Study

A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.

Article

Reveals the books that influenced Allan McLaughlin, CEO of the BD Network.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Case Study

Akbank, a Turkish bank, used clickable Facebook ads to get more of its customers to apply for a personal loan in Turkey.

Case Study

24 Hour Fitness, a gym brand, integrated multiple technologies to increase lead generation and new member sales in clubs in Los Angeles and San Francisco.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

Case Study

This case study shows how DNB, a financial services brand, increased brand awareness in Lithuania by using a local news story to engage its audience in a more humorous way.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article outlines some essential guidelines for marketers to ensure that programmatic reaches its full potential, by changing the way they plan, ensuring specialist teams are in place, and helping give the client sufficient understanding of the promises of the technology.

Research Paper

This article examines the opportunities and risks specific to digital engagement due to the prolific number of people with multiple social media accounts.

Research Paper

This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.