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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

News

LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.

Case Study

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Case Study

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Case Study

Oddset, a state-owned betting service, launched the Biased Sports Commentators campaign in Sweden to increase brand preference and engagement, and create 'brand liking' communication.

News

WASHINGTON DC: America’s huge illegal sports betting industry could be opened up to legitimate operators following a Supreme Court decision to strike down a 1992 federal law.

News

LONDON: Digital newsbrands not only provide brand-safe environments but, properly utilised, can deliver higher business returns for advertisers than general online display, new research says.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Gunn Report

Contains the creative for the 'December 21st' campaign for Loterias Y Apuestas Del Estado by the agency Leo Burnett in Spain.

Article

Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.

Article

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

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.

Case Study

Buscape, a Latin American price comparison website, created a livestream on Facebook featuring celebrities and influencers to promote its Black Friday deals in Brazil.

Case Study

Buscapé, the largest comparison site in Latin America, took advantage of mobile and Facebook Live technology to inform consumers of its Black Friday promotions.

Case Study

General Tire, the American tire company, used an event for traditional and social media influencers to begin building salience when it launched in China.

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.