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Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

News

In the midst of a turbulent week in British politics, as Prime Minister Theresa May battles to save her withdrawal agreement with the European Union, marketers in the UK have expressed alarm at the consequences of the country leaving without a ...

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Article

These are the four common challenges that modern US marketers face when looking to integrate their marketing strategies and ways to overcome them.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Article

The California Consumer Privacy Act (CCPA) is set to come into force in 2020, and marketers should prepare for this legislation at the earliest opportunity.

Article

Adobe, the software company, leaned in to a new strategy to promote its Photoshop tool that is used for creating and editing graphics, photos and artwork.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

Case Study

Watch brand Titan Raga used a social media-led campaign linked to a new design partnership to reverse declining sales among young women in India.

Research Paper

Star Bharat, a Hindi General Entertainment Channel in India, launched with the aim of becoming the leading channel in its category, targeting 538 million TV viewers.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Case Study

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Case Study

B-vitamin supplement brand Neurobion used an experiential campaign to increase market share in the Philippines.

Case Study

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Case Study

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Case Study

Nanhi Kali, an organisation working for girl children education in India, used a storybook-based campaign to raise awareness and increase donations.

Case Study

Asset management brand Eastspring Investments harnessed the power of the app in Singapore to increase awareness and drive purchase intent.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.