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Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.

Article

This article details how Facebook, the social media giant, has been making its platform more pharma-friendly and less prone to regulatory pitfalls to appeal to pharma marketers in the US.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

News

NEW YORK: Time Warner, the media and entertainment giant, has signed a deal with Snap to develop and produce content from across its networks to be shown on the Snapchat app.

Article

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

News

NEW YORK: Eight in ten US consumers expect to be able to make a purchase directly from a brand, according to new research, emphasising the need for brands to offer a robust direct-to-consumer e-commerce experience as part of an overall digital ...

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Article

This event report outlines how General Electric, the industrial conglomerate, tapped Amazon Alexa on a program which encouraged children to undertake scientific investigations at home.

News

NEW YORK: Direct-to-consumer advertising for prescription drugs has favourable outcomes for brands and consumers alike, according to research published in the Journal of Advertising Research (JAR).

News

CINCINNATI: Procter & Gamble, the FMCG giant, saw its net sales fall 1% year-on-year in Q3 2017 and has reacted by announcing plans to cut its marketing spend by $2bn over five years along with other substantial savings.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.