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Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

News

SINGAPORE: The first quarter of 2017 saw a 15% year-on-year increase in tourist spending in the city-state, reaching SG$6.4 billion, according to the country’s Tourist Board, due to higher arrivals and significant increases across all major ...

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This event report outlines how MillerCoors, the brewing giant, establishes and activates its sponsorship priorities.

Article

This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

News

SYDNEY: Apps are very much a daily habit for Australians, who not only have more on their phones than other nationalities but use them more frequently, according to a new study.

Article

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

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

News

SYDNEY: Consumer electronics brands in Australia appear to be reverting to a selection of traditional media channels after cutting their digital adspend in the first quarter of the year.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.