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Gunn Report

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

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

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

News

SYDNEY: Neuroscientific testing helped National Australia Bank’s radio ads that encouraged Australians to download property valuation reports to be significantly more effective, according to a senior marketer from the brand.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Opinion

To mark the launch of the Future of Strategy 2018, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

News

GLOBAL: Strategy needed to go far beyond a creative asset in 2018, a WARC analysis of the 169 campaigns entered into the Cannes Creative Effectiveness Lions finds.

Article

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

News

NEW YORK: Marketers and agencies need to constantly evaluate their portrayals of women in advertising and not adhere to standards that may be outdated before a message moves into public distribution, a paper in the Journal of Advertising Research ...

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Case Study

McDonald's, a fast food company, launched the Flavours Without Borders campaign in India to unite people over food and generate excitement for its introduction of 12 new food products and three new cuisines.

News

CHICAGO: Nickelodeon, the media company focused on children, uses four “pillars” to guide its strategy in areas such as brand activation and extensions.