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News

LONDON: Threads Styling is an e-commerce service without a website and without an app. The fact that is has raised $20 million in funding for its innovative, messenger-based personal stylist service, points to the future of luxury retail online.

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.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Estée Lauder, the beauty company, is using an approach called “micro-storytelling” to engage consumers.

Article

Estée Lauder, the beauty company, partnered with Google on a voice-led marketing program for its Advanced Night Repair anti-aging product.

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

Opinion

Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

News

NEW YORK: Consolidation of local US broadcasters means that a smaller number of stations will go out to more people, as traditional broadcasters attempt to answer the same questions asked of global tech brands.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

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

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.

News

MUMBAI: Social media buzz is proving a vital element in driving audiences to new Bollywood releases, according to a new study which indicates a much reduced role for traditional media.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

News

MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

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.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.