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News

Both media agencies and advertisers agree that a close and trusted relationship helps deliver stronger marketing performance, but few advertisers believe that such a rapport currently exists.

Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

Monzo has built a following and a community around its product, allowing it to grow swiftly, build new and category-changing features, and attract a generation that has an uncomfortable relationship to money.

Article

Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

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.

Case Study

Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.

News

LONDON: 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, according to the head of group insight at Trinity Mirror.

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.