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News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

News

A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

News

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

Article

This article provides marketers with information and guidance on generating earned media.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Article

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Case Study

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

News

Footballers are more powerful than they have ever been, not only in financial terms but in the power of their individual brands, a trend exemplified by a new app, Otro.

Case Study

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Case Study

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Case Study

next, a mobile only bank, used its sponsorship of Lollapalooza Brazil to drive account openings.

Research Paper

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.