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Article

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

Case Study

This case study shows how the Nestlé Baby Club program, an infant formula brand loyalty program, successfully recruited new members in Singapore using a humorous campaign that appealed to both soon-to-be mothers and fathers.

Opinion

Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.

Article

This short report summarises the results for Asia from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

BEIJING/NEW YORK: Chinese fans are taking to crowdsourcing to raise funds to buy outdoor media in support of their favourite celebrities, with New York's Times Square being a popular location choice.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Research Paper

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.

Article

This event report outlines how Ford, the automaker, views the future of in-car marketing.

Article

This event report outlines Lenovo's approach to content marketing, which revolves around being different and makes use of influencers, crowdsourcing and media co-creation using VICE.

Case Study

This case study describes how the NHS Leeds CCG (clinical commissioning group), part of the UK's health service, created a safe space for young people called 'MindMate;' a website to make Leeds' mental health services more accessible.

Article

This article explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

News

SHANGHAI: As digital adspend soars and programmatic becomes significant in China, the country's long-standing problem with ad fraud presents challenges for marketers when they try to gain an honest sense of how their investments are performing.