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Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

News

SYDNEY: Optus, one of Australia's biggest telco brands, is encouraging teams to take "calculated risks" to drive innovation in a traditional but highly competitive category, according to a senior marketer at the company.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.

Case Study

This case study explores how Elivit, a brand that provides pre-natal multivitamin supplements (PMVS), developed a campaign to enable Chinese couples to become closer during pregnancy.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Research Paper

This paper explores how to apply design thinking elements in the process of creating meaningful service experiences among different customer touchpoints in the Chinese market for beauty products and apartment positioning.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This event report outlines how JetBlue, the air carrier, is more deeply connecting its marketing creative with consumer insights.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

News

LONDON: Dennis Publishing, the UK publisher of a range of consumer titles, has conducted a six-month trial that has persuaded nearly six in ten (57%) of its ad blocking readers to view ads.

Case Study

This case study describes how Doritos, a brand of flavoured tortilla chips, advertised its limited ketchup flavour in Canada by associating with Valentine's Day.

Article

This article explains how FMCG brands are using online video to humanise their content, connect with younger audiences, demonstrate brand purpose or build emotional resonance, among other reasons.