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Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

Research Paper

This paper provides key learnings for the use of mobile surveys in developing markets, particularly Africa, and is based on a series of experiments in Kenya exploring how best to use incentives.

News

LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Article

This article lists three examples of how insights from behavioural science can help people gain greater control over their finances.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Case Study

This case study details how The New York Lottery, a jackpot game, reversed declining sales by tapping into New Yorkers' 'can do it better' attitude with the 'You'd Make a Way Better Rich Person' campaign.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This event report explores current perspectives on the complicated media transparency debate, including discussion of Facebook's faulty metrics and how researchers should handle the enormous quantity of consumer data now available.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

News

CANBERRA: Australia's federal government may slash ads for online gambling sites during live sports, according to media reports, with sports betting making up one in every six ads during live AFL matches last year.

Article

This event report looks at how MGM Resorts International shifted its online marketing towards video to increase its reach on Facebook and other social media.

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

Case Study

This case study details how Unibet, a betting agency, increased brand awareness across seven global markets during Euro2016.

Research Paper

The paper describes how Camelot, the operator of the UK's National Lottery, has revived its online customer feedback questionnaires to measure all aspects of its web experience, which in turn became a key indicator of revenues.

Case Study

This case study describes how Sportsbet, an online bookmaker, highlighted its responsibility as a business by helping ensure responsible gambling in the Australian market.