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Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

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

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Case Study

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.

Case Study

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

Case Study

Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

AbbVie, a biopharmaceutical company, launched Pick The Pencil, a multichannel campaign in Greece to increase public awareness of Rheumatoid Arthritis.

Gunn Report

Looks into which campaigns from Latin America, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Article

Highlights the benefits of personalization in B2B marketing and provides tips from IBM on how to improve personalization in B2B sales messages.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Article

Comcast, the media conglomerate, has successfully adapted its ad-sales strategy to reflect exciting new opportunities for business-to-business marketing.

Article

McAfee, the cybersecurity company, faced a major threat to its brand reputation having been hacked on LinkedIn, the social network.

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.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

News

LONDON: Advertisers and agencies routinely overvalue digital media channels and undervalue traditional ones when it comes to brand building, new research suggests.

Article

The Phoenix Symphony, the city’s largest performing-arts organization, has seen major benefits from moving to an all-digital marketing strategy.

Case Study

Aric Guité, the Canadian photographer, used imitation and Instagram to capture the attention of Toronto-based art directors.

Case Study

Children’s Wish Foundation of Canada, the charity dedicated to granting wishes of children with life-threatening diseases, reversed its decline through publicising one wish.

News

LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...