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Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Research Paper

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.

Case Study

ITM, a building supplies co-operative, increased downloads of its new app in New Zealand by launching a VR fishing competition.

Case Study

Aditya Birla Health Insurance, a health insurance company, connected with purpose-conscious consumers on World Heath Day to provide prosthetic legs to 200 Indians in need.

Article

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

Article

Employees are an important touchpoint for brands seeking to improve customer experience.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Case Study

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

News

LAS VEGAS: Univision, the media company, is leveraging the power of digital influencers to drive consumer engagement with content across traditional and online channels alike.

Article

The Univision Creator Network (UCN), an influencer-marketing unit of media company Univision, believes that online content creators can offer unique benefits from a marketing perspective.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

News

SINGAPORE: Encouraging young Singaporeans to invest in their financial health for the distant future can be a real challenge, but marketers are not afraid to think outside of the box.

Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

Case Study

Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

Case Study

This case study details how Aquafina, a bottled water brand, targeted millennials in Vietnam by using smart technology and 360-degree video to show them the health benefits of drinking water.

Research Paper

This paper explains a research experiment using solely pictures to provide key learnings from this methodology and its implications for future market research projects.

Research Paper

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.