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News

SYDNEY: To truly understand your brand’s customers, you have to understand yourself, according to the chief marketing officer of Australian online fashion retailer The Iconic.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

News

LONDON: Adland is digesting the implications of the unexpected weekend resignation of Sir Martin Sorrell from his position as chief executive officer of WPP, with speculation that the world’s largest ad business could be broken up and that ...

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Opinion

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

News

SAN FRANCISCO, CA: Alphabet’s YouTube has announced a new product that will allow brands to maximise reach from shorter ads by simplifying inventory, an enhancement of the six-second ‘bumper ads’ and promoted cards introduced two ...

Opinion

Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.