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Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Article

Explains how to implement the three main elements to marketing’s role in customer value growth and what they mean in practice.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.

Article

Details five ways in which defining a brand's purpose brings benefits and explains why those with a clear and genuine brand purpose will be the ones to thrive the most.

Case Study

State, a general insurer and founding partner in Fly Buys (a national loyalty programme), created an online game that offered bonus points rewards to retain and increase customer engagement in New Zealand.

Case Study

AMI, a New Zealand general insurer, restored confidence in insurance with a locally focused campaign in Canterbury following the 2011 earthquake.

News

SAN FRANCISCO/LONDON: Despite the flood of data now available to marketers from increased smartphone usage, a new survey has revealed that the majority of them are still not confident about how to tap into the way people use their mobiles.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Research Paper

This paper describes a multi-method and multi-stage research project by AOL, the American digital media company, to support the design, development and launch of a security-focused extension to one of its core products.

Case Study

This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Case Study

O2, a telecommunications provider, was able to increase sales and stabilise costumer satisfaction levels in the UK by launching a media strategy that put its own CEO as the face of the brand's commitment to its service during its own public acquisition.

Opinion

Rob Blackie is Director of Social at OgilvyOne and is on the judging panel for the Warc Social Prize 2016 The range, depth and ambition of social is expanding rapidly, so this is an exciting time to be in the industry, even if we all constantly have to race to keep up with the speed of change.

Article

This event report covers how AT&T, the telecoms group, has improved its approach to measurement through enhanced marketing-mix modelling.

Case Study

This case study demonstrates how insurance company RSA's Insight Team reevaluated incorrect assumptions and addressed the blind spots to drive positive change in its Home Claims operation.

Article

This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust.

Case Study

This case study shows how Three, a British telecommunications company, increased its brand awareness and grew its sales using a viral campaign strategy.

Article

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly.

Case Study

This case study describes how US satellite TV company DIRECTV got people to switch from its bigger cable TV rivals.

Case Study

This case study describes how UK telecoms provider O2 revived its flagging fortunes and increased its brand equity in the face of stiff competition.

Case Study

This case study explains how Three, the mobile network, switched from a price strategy to a brand strategy to reduce customer churn in the UK.

News

READING, UK: Consumers are increasingly opting to contact brands via written digital communications – email and social – rather than voice, which is leading to frustrations as the two sides fail to fully understand each other.

Case Study

This case study explains how Cox Communications, a US telecommunications company, created a personalised email program to improve customer service and reduce churn.