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Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

News

GLOBAL: Delivering on customer experience is one of the top priorities for US and UK chief executives, a new survey reveals, but a third report confusion over who 'owns' the customer.

Article

This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.

News

NEW YORK/LONDON: Brands that use email in their marketing mix differ widely in their performance, with the best of them making use of customer data to improve message timing and content, according to a new study.

News

LONDON: British consumers are more concerned about rising living costs than the consequences of Brexit, or the UK's departure from the European Union, according to a new report that finds this surprising since the two issues are interlinked.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Case Study

This case study details how easyJet, the British aviation company, made use of email to increase engagement among its customers.

Case Study

This case study shows how Spies Travel, a package holidays brand, increased its sales by using funny ads highlighting Danish birth rates.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Article

This event report details a variety of innovations in communications, with UK examples from advertisers including Google, Domino's Pizza and Barclays.

Article

This short article looks at Michael Bayler's 'The Liquid Enterprise', which provides a radical rethink of how the new network dynamics drive markets, the implications for brands, and how we can thrive in the chaotic environment of the marketplace.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Case Study

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

Article

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.

Research Paper

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

Article

This article, based on data from Ogilvy and Mather's Velocity 12 research, investigates the rise of local brands taking on multi-nationals in developing markets, and provides examples of how single market brands are leading the way in successful localization of marketing initiatives.

Case Study

This case study describes how Spies Travels, a traditional 60-year-old travel agency from Denmark, safeguarded its future with a provocative content campaign.