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LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Case Study

The Transport Accident Commission (TAC), a for-profit social insurer for the State of Victoria, launched the Meet Graham campaign, which showed people in Australia how the human body would have to evolve to survive a crash.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

O2, a telecommunications brand, increased staff participation and awareness of the company's participation in good causes by launching events and discussions in its parent company, Telefonica SA's, volunteering day in the UK.

Case Study

BT Sport Business, a group of sports television channels, increased sales and customer satisfaction among its main business clients, pubs, by introducing the Manager of the Month campaign for pub landlords in the UK.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Case Study

TV channel Colors led a campaign in India by taking to the streets to find the best talent for its reality talent show.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Article

Assesses the various digital channels marketers can use, with examples from Dell EMC and GES, and explains how helping the customer first and putting solutions second may be the answer to success.

Case Study

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

Case Study

Money transfer service Western Union used a multichannel approach to change its image of a transactional brand to drive use of its services in India.

Case Study

Leading Indian TV channel Colors used a campaign across multiple touchpoints to change people's fearful perceptions about an Indian god-to-be, the key character for a new TV show in the popular mythology genre.

Case Study

The Orange Project, a global movement for suicide prevention, created the Notes of Hope campaign, which encouraged people all over the world to talk about suicide among adolescents.

Case Study

HBO, a television network, created the Defiant Showcase in the US to promote its new series The Defiant Ones, which saw the brand bringing together new talent through mutual deviance.

Case Study

India's leading TV channel Colors was able to connect with and drive loyalty among its audience through an exclusive club that targeted women through a range of engaging activities.

Case Study

Glòries, a shopping mall, launched the Unexpected Opening campaign to celebrate its re-opening in Barcelona.

Case Study

#SmokingBlind, an awareness campaign in the US to help prevent irreversible vision loss caused by smoking, partnered with non-profit Prevent Blindness to warn people about how smoking can cause blindness.

Case Study

Direct Line, an insurance provider, launched the Fixers campaign in the UK to engage potential consumers throughout the year, not just at insurance renewal time.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Case Study

Carglass, a specialist in vehicle glazing, launched an integrated marketing campaign across France to improve brand perception.

Case Study

Sony Europe, a leading electronic product manufacturer, launched Sound So Loud You Can See It, a campaign in Europe to reach younger audiences and promote the Sony XB40 speaker.

Case Study

World of Tanks, a video game brand, launched a campaign in the US to increase brand awareness.

Case Study

Magic Makers, a non-governmental organisation, launched The Magic Chair campaign in Romania to raise funds for a parents shelter and encourage unity in Romania's society.