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Article

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

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Research Paper

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.

Research Paper

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Article

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

Research Paper

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Article

Google is placing its bets on the future of data-driven video.

News

GLOBAL: The effectiveness of everyday communications, including voice and written content such as letters and emails, can be improved by adopting a behavioural science approach, according to two industry practitioners.

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

The Home Depot, the retailer, has developed content capabilities enabling it to meet a wide range of consumer needs.

Article

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

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Opinion

Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.

Article

Explores how the Twentieth Century Fox film studio drove ‘attentive reach’ by incorporating elements of storytelling into its online promotional activity for a new release.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Article

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

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

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.

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

Article

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.