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News

SYDNEY: More than half of small businesses in Australia struggle to find the time or money to invest in marketing, according to a new report.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

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.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

News

LONDON: UK advertising spend grew for its 15 th consecutive quarter, with Q1 2017 recording a 1.3% year-on-year increase to reach £5,318m.

News

SAN FRANCISCO: Email remains a hugely effective tool to engage, at scale, with consumers in a personalized way, new research shows, with millennials, in particular, far more likely to take action on a relevant email than any other age group.

Opinion

A great strategy can cause a big behavioural or attitudinal shift, achieved through communications, that solves a business problem for the client, says Bridget Angear.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study explains how animal advocacy charity WildAid united elephant NGOs and people around the world to persuade the UN to ban the ivory trade in a campaign driven by content and social media.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how the Colombian Ministry of Education created a symbol for Colombia's move to peace, and the future possibilities it offered, following the end of the conflict with the country's FARC rebels.

Case Study

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

Case Study

This case study shows how WildAid, an environmental organisation, created a global movement to end ivory trade by mobilising different wildlife groups worldwide.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.

Case Study

This case study shows how Daman, a health insurance brand, increased brand equity in the UAE using an educational campaign about vitamin D deficiency.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.