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News

CHENNAI: Datsun, the Japanese auto brand, is focusing on accessibility to attract a target audience of younger consumers in lower tier cities across India as it aims to take a 5% share of the market.

Case Study

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

News

LAS VEGAS: Augmented reality should be the technology on which marketers place the highest priority coming out of CES, according to Shelly Palmer, CEO of The Palmer Group, a strategic advisory and creative-services firm.

News

LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

Article

Technological change is occurring at a rapid rate, and events like CES provide a window for brands to understand which new offerings are of vital importance, and those that are of relatively limited appeal.

Opinion

Publishers faced with declining print ad revenues need to look beyond digital to pick up the shortfall, according to James Wildman, CEO Hearst Media.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

Macy’s is one of the world’s most iconic traditional retail brands, but its push into the Chinese market required an entirely different approach with mobile, e-commerce and VR at the fore.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

RTL AdConnect's annual research, Total Video Key Facts, is a reference for all global TV trends and this article discusses its main findings, which show TV to be more resilient in the face of digital content than was previously thought.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

News

BEST OF 2017: As people shift between online and offline for both buying and browsing, it becomes more important than ever for marketers to understand their purchase journey, the ranking of WARC's most-read articles of 2017 suggests.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Opinion

Heather Dansie, associate research director at Publicis Media, discusses why experience is core to a Christmas strategy and what brands can do to truly embrace the festive season.

Case Study

Suzuki Cars UK achieved sales growth and brand recognition partnering with ITV's Saturday Night Show.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.