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Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Article

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.

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

Looks at how one company is working to leverage behavioural insights to design better cities and public spaces which celebrate how people and communities live, work and play.

Article

The 4A's (American Association of Advertising Agencies) is seeking to find new ways of helping agencies, and their clients, progress in a rapidly-changing marketing universe.

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.

Case Study

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

Global strategies, campaign updates and trends in the insurance category.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

The 4A’s (American Association of Advertising Agencies) has a proud 100-year history, but is looking to help its members thrive in the digitally-driven future.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Article

The Association of National Advertisers (ANA) and Forrester Research surveyed over 120 marketers to understand their perspectives on old and new modes of TV advertising.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

News

LONDON: Carlsberg, the Danish brewer, and design agency Taxi Studio have won the Grand Prix at the DBA Design Effectiveness Awards.

Case Study

McCain, the frozen food company, successfully branched into chilled potato products in the UK by using design to translate its brand relevance into new areas.