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Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

Focusing on the magical moments of warmth helped Tetley’s tea brand reinvigorate its image and increase sales globally.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Case Study

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Opinion

Personalities on radio are a long-standing form of influence. Abby Carvosso, Group MD, Advertising at Bauer Media, shares some insights about the radio company’s pairing of talent and brands .

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

Outlines the challenges and opportunities facing Thailand's e-commerce sector in the next two years and how brands can build successful e-commerce initiatives in the country.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

News

GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.

Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

News

LONDON: Click-through rates for online display ads may be negligible but they still form a useful function in raising consumer awareness and, for FMCG brands, in driving sales both in-store and online.

Case Study

Stella Artois, the beer brand, used TV, digital, social media and an art installation to raise awareness of the global water crisis and the company's role in solving it.

Case Study

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Article

Provides marketers with advice and best practices for successful B-to-B e-commerce in addition to exploring its increasing growth.

Case Study

Notwithstanding lack of client data, media company Xaxis collaborated with charity GlobalGiving to raise funds for the Girl Fund.