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Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

News

LONDON: eBay has successfully changed UK consumers’ opinion that the online auction site is simply a place to sell second-hand goods, with increased investment in radio advertising and partnerships.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

Case Study

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

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.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.

News

NEW YORK: Allstate, the insurance provider, has leveraged research conducted with the Mobile Marketing Association (MMA) to unlock some of the confusion that often surrounds mobile marketing.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Gunn Report

Contains the creative for the 'Beyond Money' campaign for Santander Bank Smart 1|2|3 Account by the agency MRM//McCann in Spain.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

Case Study

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Research Paper

Looks at what lies beneath improved attention and considers the ability for attention to be used as a predictor of sales.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

Delivers an educational guide on understanding what viewability is and how marketers can assure better, and safer, returns on digital.

Case Study

Guide Dogs, a British charity, took a new approach to its ads by taking the form of poetry and focusing on the people who are able to live their lives because of guide dogs rather than on the dogs themselves.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.