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Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.

Case Study

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Case Study

This case study describes how The Natural Confectionery Company (TNCC), an Australian brand that was purchased by Mondelez and launched in Ireland in 2004, with a small budget of 131,000 euros, created an advertising campaign that delivered the most successful ever launch in Ireland.

News

LONDON: The panel of judges for the 2016 Warc Prize for Social Strategy is now complete and the deadline for entries has been extended to Thursday 28th April.

Case Study

This case study demonstrates how Affligem, a Belgian beer brand owned by Heineken, used storytelling to reposition as a luxury brand in Italy.

Case Study

This case demonstrates how Galaxy, the chocolate brand, grew attention among young women in Ireland.

Case Study

This case study shows how Post-It, the adhesive note brand, created a successful social and video campaign in Italy to market its new super-sticky product.

Case Study

This case study shows how Ferrero snacks created an integrated campaign in Italy to penetrate a younger market with its ailing Fiesta brand.

Case Study

This case study demonstrates how, against a backdrop of fierce competition and cultural change in China's small sedan segment, Chevrolet launched the third generation of Sail cars through emotional bonding.

Case Study

This case study details how Toyota Europe, the automaker, promoted its hybrid range across 22 markets to meet new EU CO2 emissions criteria by utilising the idea of 'happier drivers'.

News

NEW YORK: Major alcohol companies, including Heineken and Pernod Ricard, are boosting their digital budgets as they look to exploit the opportunities offered by social media targeting and, increasingly, newer techniques such as proximity marketing ...

Article

This article argues that the tension between big data and creativity within the advertising industry is because of how people within it think about creativity.

Research Paper

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.

Case Study

This case study explains how Emergen-C, a dietary supplement brand owned by pharmaceuticals company Pfizer, took a new approach to the category to increase sales and market share.

Case Study

This case study explains how Belgian bank KBC used an online tool to re-establish itself as the reference bank for entrepreneurs and become an intermediary between the people of Belgium and future business owners.

Case Study

This case study describes how Renault Ireland created an online tool that allowed consumers to compare the cost of their existing car with that of a new Renault to show that the latter could actually save you money.

Case Study

This case study explains how Opel, the car manufacturer, used a competition to encourage people to submit ideas for car add-ons, and raise awareness of an available discount in Belgium.

Case Study

This case study explains how civic association Roma Servis tackled xenophobia and negative perceptions of the Gypsy ethnic group in the Czech Republic.

Case Study

This case study shows how Nature's Bounty, a new nutritional supplements brand in China faced with a competitive healthcare product environment and little budget, built significant brand loyalty.

Case Study

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.

Research Paper

This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago.

Case Study

This case study demonstrates how Boston Pizza (BP), the Canadian pizza chain, created a 'Ribneck' family from the US' Deep South to feature in content in order to promote BP's ribs products.

Research Paper

This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil.