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Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

News

WASHINGTON DC: Politico, the specialist US news organisation, has announced plans to expand its political intelligence service into Canada, which is becoming an increasingly important market for US news brands.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Netflix, a television streaming service, launched unconventional Spanish lessons with the cast of its series Narcos, in order to promote its second season globally.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Case Study

IGNITE National, a nonprofit organization aiming to prepare the next generation of female leaders, designed a campaign to increase donations and help decrease the gender inequality in politics in the US.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Financial products and services provider Prudential used an online campaign to inspire fresh consideration of its services and financial solutions among working US consumers.

Article

Grey New York, the advertising agency, is sharpening its creative focus in a bid to meet the changing needs of clients.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Case Study

Skin care brand Vaseline used TV and Facebook to put its Whitening Body Lotion top of mind and increase sales in Taiwan.

Article

New research from B2B agency Gyro and the Financial Times explores the role different emotions play along the B2B path to purchase.

Case Study

IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.