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Article

Everyone has their own perspective on the challenges facing the advertising industry.

News

SYDNEY: Two of Australia’s biggest media properties, broadcaster Nine and news publisher Fairfax Media, have announced a shock A$4bn merger – a development set to change the face of the country’s media landscape, as it grapples ...

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

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

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Case Study

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Indian TV channel Colors used an integrated campaign to drive viewing figures for the tenth series of popular TV show Bigg Boss in India.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

News

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

Case Study

Cosmetics company L'Oréal used a four-stage campaign in India to allay fears among women about the negative effects of hair colouring products.

Article

New research from Kantar indicates that even in a multi-screen world, it’s TV – which remains popular and influential - that can enhance the digital media experience.

Case Study

CSRA, a US information technology company, used on- and offline media to position itself as the IT contractor of choice for the US government.

Case Study

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Case Study

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Case Study

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

Case Study

Association of Mutual Funds in India, an industry standards organisation, encouraged Indian consumers to consider mutual funds as an investment by launching a multi-lingual multimedia campaign.

Case Study

Citrix, an American multinational software company, increased site traffic and share of voice by creating an entire digital ecosystem to reach business and IT decision makers.