Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

1,021 results found
Sort by

Opinion

Sonja Wessel, Senior Manager, International Marketing Communications at Deutsche Telekom, reveals how the telco’s brand positioning evolved into a force for good in developing a deeper understanding of dementia and its causes through its Sea Hero Quest game.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Article

As technological advances continue apace, a need will grow for more standardised measurement and tech integration to better connect channels and deliver unified advertising solutions.

News

LONDON: Investment in TV sponsorship has grown by over 47% in the past ten years, but deals are sometimes forged as last-minute buys or under the premise of ‘cheaper’ airtime, an approach which fails to appreciate just how sponsorship ...

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Beatgrid Media, a Dutch measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

Article

Political campaigns invest significant resources in attempts to persuade voters to pick one candidate over a competitor from a rival party, but the impact of these efforts appears to be negligible at best.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

News

LOS ANGELES: Carhartt, the workwear and apparel manufacturer, has found user-generated content to be an extremely effective tool in building its brand and encouraging purchases.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Case Study

P/S, an oral healthcare brand, launched a campaign in Vietnam to increase market share in rural areas.

Case Study

YoMost, a drinking yoghurt company in Vietnam, launched a campaign to strengthen its market position and build spontaneous brand awareness.