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News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

News

CANNES: Marketers should ensure they are paying attention to the complex issues surrounding digital wellness, according to Marc Mathieu, the CMO of Samsung Electronics USA.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Article

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

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

News

NEW DELHI: Starbucks may have grabbed headlines by banning plastic straws but one Indian state is taking further-reaching action by banning the use of all single use plastics and introducing buy-back schemes.

News

NEW YORK: BlackRock, the asset-management company, has provided a high-profile endorsement for organizations that pursue a clear social purpose by suggesting this type of approach, rightly applied, is critical for long-term growth.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Article

BlackRock, the asset-management company, believes it is essential for enterprises to embody a clear sense of social purpose to prosper in the long term.

News

NEW YORK: Citi, the financial services provider, has demonstrated how brands can take a nuanced approach to entering political territory with its introduction of rules that govern the sale of firearms by partners and clients in the retail space.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

News

NEW YORK: Johnson & Johnson, the healthcare company, is increasingly applying its business savvy to corporate social responsibility programs, marking the latest step in its long-term commitment to doing good.

Article

Johnson & Johnson, the healthcare company, is tapping into the power of social purpose to help solve major problems around the world.

Article

Citi, the financial-services provider, introduced a new policy regarding the sale of firearms by its partners, a move that shows the complex issues that brands must take into account when entering the political arena.

Article

Discusses how purpose, both internally and externally, can be crucial for organisations within the industry and how best to start implementing it.

Article

Research by the CMO Council, the executive network, and Deloitte, the consulting and advisory firm, has highlighted the skills that marketers believe will be needed to drive future growth.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Article

Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.