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Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Article

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

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.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Case Study

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

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.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Case Study

BIPA, a drugstore retailer in Austria, broke a Guinness World record by launching a live stunt on TV to promote its discounted products.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

News

BEIJING: European luxury brands are trying to get into China’s lucrative e-commerce space, with the e-commerce giant JD.com carving out an attractive niche for companies looking to engage with affluent millennials.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Opinion

Brand safety has forced many marketers to rethink their digital strategies following high-profile scandals.

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.