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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Case Study

This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.

Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Case Study

This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Article

This case study describes how the soft drinks brand Sprite used a search-based, real-time content strategy to increase brand penetration in India.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Case Study

This case study shows how Lenovo, an electronics brand, successfully introduced its new mobile phone model in Czech Republic by creating a new art form.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.