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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

News

DETROIT, MI: Lifting a brand out of “irrelevance” in a market as big as the US doesn’t come cheap, as German car marque Volkswagen prepares to invest over $3bn to boost branding and launch a new sedan in an attempt to win over ...

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

News

GLOBAL: Executives from JetBlue Airways and Facebook are among the judging panel being named today for the Effective Social Strategy category in the 2018 WARC Awards, a global search for next-generation marketing effectiveness.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Opinion

Electric cars are far from the future – they are part of now, as manufacturers and legislators take note.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Opinion

Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Case Study

Akita Inu Tourism, a tourism body for the Akita region of Japan, used a song and video to fuel a social media and PR strategy to attract visitors to Japan from Taiwan.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

News

GLOBAL: Volvo is to become the first major automaker in the world to phase out the combustion engine and launch models powered only by electric or hybrid motors.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Case Study

Neste, a renewable fuels company, launched a campaign asking Finns to gather all cooking fats from their holiday dinners and hand it in, in order to produce 100% renewable diesel.

Article

This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.