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Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

Article

Podcasts represent an increasingly powerful advertising opportunity for brands, according to Randall Rothenberg, president/chief executive officer at the Interactive Advertising Bureau (IAB).

News

GLOBAL: Technology and data are transforming the marketing landscape and pushing it towards a data-driven future – and companies need to prepare accordingly, an industry figure has argued.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Koinex, a cryptocurrency exchange, avoided a potentially disastrous financial crisis in India and shows the vast power of PR.

Case Study

Vodafone, a telecommunications brand, partnered with the National Chemical Laboratory (NCL) in Pune, India, to develop a sustainable solution to the residue and water left behind after the celebration of Ganesha.

Case Study

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.