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News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

News

LONDON: The decision of confectionery giant Mars to pull its online advertising from YouTube could present an opportunity for UK broadcaster ITV according to one analyst.

Article

This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.

Article

Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Article

Addressable television advertising could become an especially powerful solution for brands in the pharma category.

News

GLOBAL: The role of planners and strategists is arguably more vital than ever before but too often current agency structures mean their contribution is undervalued or undersold, according to Guy Murphy.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

News

SINGAPORE: Asia’s beverage industry is undergoing rapid and exponential growth and this offers Coca-Cola the opportunity to put a Coke “within a click’s reach of desire”, the company’s CEO has said.

Case Study

Financial products and services provider Prudential used an online campaign to inspire fresh consideration of its services and financial solutions among working US consumers.

News

NEW YORK: The US podcast market saw strong advertising growth in 2017, rising 86% to reach $314m, according to new data from the IAB.

Article

This article examines the impact and ramifications of the explosion of digital commerce and analytics.

News

MILAN: “Data is the beacon that should light up an audience-driven world,” according to Rob Norman – and the insights that can be derived from data can help brands succeed in the current environment of disruption and institution ...

Opinion

The Ehrenberg Bass Institute stresses the need for the mental and physical availability of brands, but the coming age of marketing to machines will require mental and physical disruption, according to Phil Sutcliffe of Kantar TNS.

Article

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

Case Study

Investec Click & Invest, an online investment management company, launched the Click & Investaurant campaign in the UK to increase brand awareness and preference.

News

SAN FRANCISCO: Amazon has become the major player in the sale of subscriptions, new figures show, with the company selling 55% of all a la carte DTC video subscriptions through Amazon Channels.