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Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.

News

Contrary to reports of a “consumption downgrade” in China, innovation is driving sales growth in consumer categories, including FMCG, according to local observers.

Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Case Study

Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

News

GLOBAL: The logos of some of the biggest and most profitable companies in the world aren’t recognised at all by consumers, according to a study that also notes how even some long-established and well-known companies appear to be losing ground ...

News

SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Article

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Case Study

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

News

BEIJING:  Alibaba is extending its service offer to support China’s primary care system, and using its immense reach to solve resource inequality between regions and bring a new standard of care through online doctor consultations.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Case Study

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Gunn Report

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US through an experiential campaign that developed a wall of pills engraved with the faces of overdose victims.

News

LONDON: Amazon is reportedly in talks with some of Europe’s leading insurance firms about offering products for a new price comparison website in the UK, which could see the US retail giant disrupt yet another business sector if the plan goes ...

News

SYDNEY: Neuroscientific testing helped National Australia Bank’s radio ads that encouraged Australians to download property valuation reports to be significantly more effective, according to a senior marketer from the brand.

Article

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

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

AXA Malaysia adapted a global automotive insurance product to the particular challenges of the Malaysia market, including a focus on anti-car theft and accident alerts.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Article

Visa, the payments company, is using sensory branding to reach consumers in new ways.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.