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Opinion

Anthony Fletcher, CEO of healthy snack brand graze, outlines the key considerations for entrepreneurs and companies looking to get started on DTC.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Case Study

Rexona, a deodorant brand, built brand perception and kept its market share in a time of economic recession in Argentina.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

Alpenliebe Juzt Jelly, an Indian confectionery brand, grew the contribution of the larger-than-one-rupee price point by marketing its multipack bags to families rather than solely children.

Case Study

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Research Paper

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Case Study

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

David Sheldrick Wildlife Trust (DSWT), a charity that aims to save elephants from extinction, was able to raise awareness for elephant deaths arising from a loss of habitat, by introducing and translating elephant communications to UK, US and Australian audiences.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Case Study

Translink, Northern Ireland's (NI) public transport provider, reversed the decline in passenger journeys by launching 24 distinct promotions across Northern Ireland.

Case Study

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

Case Study

Covonia, a British brand of adult-only cough remedies, broke with convention to save the brand while on a small budget and short on time.

Case Study

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Case Study

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Case Study

Philips AirFloss, an electronic power flossing device, increased its sales volume and value of its product in the UK by launching a set of executions that showed people why busyness is a poor excuse for not flossing.

Case Study

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

Case Study

Haciendo Lios, a new charity formed of Pope Francis’ fans, got influential artists to paint on pesos bills going out of circulation to gain coverage in Argentina.

Case Study

Castrol, a brand of industrial and automotive lubricants, reached mini truck drivers in India with an educating game that helped increase brand sales.

Case Study

Lidl, a value supermarket, increased the number of trips its shoppers in Ireland made by introducing a high impact campaign on digital, TV, OOH and press.