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News

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

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.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.

News

NEW YORK: Marketers and agencies need to constantly evaluate their portrayals of women in advertising and not adhere to standards that may be outdated before a message moves into public distribution, a paper in the Journal of Advertising Research ...

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

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.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

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.