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Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Case Study

Chocolate brand Ferrero Rocher managed to rebrand itself from a solely romantic love symbol in the Taiwanese market to an everyday gift through a partnership with LINE.

News

JAKARTA: When Pizza Hut sought to rebrand nationwide in Indonesia, its uneven expansion across the country set up the difficult position of it being both a challenger brand in small cities and an established brand in need of a refresh in larger ...

News

NEW YORK/LONDON: The nature of luxury brand advertising is shifting away from portrayals of a distant exclusivity to a more inclusive relationship with consumers, according to a new study.

Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

News

NEW YORK: Sex exerts the strongest effect on consumer attitudes among seven different appeals commonly used in advertising, according to a study published in the Journal of Advertising Research (JAR).

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Looks at the main elements for a successful digital brand campaign.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

SINGAPORE: A campaign for Japanese prestige skincare brand SK-II, by Forsman & Bodenfors Sweden, was last night awarded the Grand Prix in the 2017 WARC Prize for Asian Strategy.