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Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

This event report addresses how Under Armour, the sporting goods group, is seeking to “pivot” and become a technology company.

Article

In this webinar, Faris Yakob discusses agency planning tools and processes and an approach to integrated planning.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Case Study

This case study describes how tea brand Brooke Bond Red Label used customer insight to stay fresh and relevant in India's huge tea market by introducing the country's first transexual band, the 6 Pack Band.

Case Study

This case study shows how McVitie's, a snack food brand, devised a Masterbrand campaign to unify its portfolio of products and increase sales in the UK.

Case Study

This case study shows how Brooke Bond Red Label (BBRL) tea, a tea brand in India, increased brand awareness by positioning itself as an ally to the transgender cause.

Article

This event report demonstrates how Alcon has built up the shopper marketing muscle of its various brands in the eye-care space.

Article

This event report assesses the current state of the programmatic buying market (December 2014) from the viewpoints of various players within the industry.

Article

This article identifies five practical steps that large, complex organisations can take to be more customer-centric, drawing on the example of Transport for London (TfL), a local government organisation.

Article

This report looks at the current state of programmatic in Europe and explores why and how it is viewed as pivotal to the future of real-time marketing.

Research Paper

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

Article

Becoming shopper-centric is a mindset, not just a realignment of budgets or a department name change: this article explains 10 key areas where brands can become more shopper-centric.

Article

Many marketers have embedded digital tactics into broader marketing campaigns, but continuously optimising connections between digital tactics is territory that many companies are only recently charting.

Article

The advertising agency model is now entering its Third Wave. Integration will become a reality, driven by the growth in digital media consumption.

Article

New media channels are emerging all the time but there is no automatic driver that encourages the adoption of new media channels, and marketers themselves may be disinclined to make changes.

Article

Quoting Alan Kay ("the best way to predict the future is to invent it"), this essay argues that planning in the next decade must be about rigour, understanding, and inspiration.

Article

To reach the always-connected consumer, brands must react to the fact that technology has changed the way people think, interact and purchase.

Article

This slide presentation covers the problems and opportunities faced in developing TV media plans based on imperfect audience information.

Article

This paper discusses the relevance of TV advertising in the era of DVRs, including the challenges the channel faces and the ways advertisers can respond.

Article

With the economic take-off of the past 20 plus years, Chinese people moving up the income ladder prioritise car purchasing.

Article

Consumers are said to be experiencing significant levels of advertising clutter across a range of different media.

News

BERLIN: Brand owners in the fast moving consumer goods industry should make greater use of shopper marketing, data tracking tools and integrated planning to thrive in Europe, McKinsey has argued.

Article

Consumers do not make decisions in a linear way. They are influenced by the cloud of noise around them at different times of the day.

Article

Laxity about the definitions we use is rife, such as the conflation of Media Neutral Planning (MNP), Communications Planning (CP) and Integrated Planning (IP).