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Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

News

GLOBAL: Technology and data are transforming the marketing landscape and pushing it towards a data-driven future – and companies need to prepare accordingly, an industry figure has argued.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

NetApp, a hybrid cloud data services company, optimized the digital footprint of its sales workforce in APAC to drive positive sales impact and greater online conversations.

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

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

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.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

Koinex, a cryptocurrency exchange, avoided a potentially disastrous financial crisis in India and shows the vast power of PR.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Case Study

UOB Private Bank, a Singaporean private bank, built a brand identity over the course of three years to organically grow its business and achieve a top-five assets-under-management (AUM) placement.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.

Case Study

Heritage brand Hamam Soap harnessed a powerful idea in Tamil Nadu, India, to connect with its target group and recapture brand love.

Case Study

India's leading toilet cleaner brand Harpic launched a print-based campaign to encourage behaviour change and grow demand in rural areas.