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News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

LONDON: A smart sweat-tracking T-shirt designed to help the deodorant R&D team at Nivea has had a wider impact across the organisation, including on marketing, according to a Beiersdorf executive.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Article

Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Gunn Report

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

News

SYDNEY: News Corp, the newspaper publisher, is driving digital subscriptions through analysis of data to identify the types of content that audiences are willing to open their wallets for.

Article

Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.

Article

News Corp, one of Australia’s leading news publishers, is successfully transitioning to a majority-digital subscription revenue model by using behavioural data more effectively.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.