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News

SYDNEY: Marketers need to embrace culture if they want to turn low-engagement products, such as insurance or hedge funds, into the next Fearless Girl phenomenon, an industry figure has argued.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

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 report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how Ferrero Rocher, the chocolate brand, successfully broke into the everyday chocolate gifting market in Taiwan by partnering with a messaging app and a chain of convenience stores.

Case Study

This case study shows how Mahindra Tractors, a tractor brand, successfully engaged with Indian farmers by creating a content platform that accurately portrayed its vast community.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Case Study

This case study explores how Elivit, a brand that provides pre-natal multivitamin supplements (PMVS), developed a campaign to enable Chinese couples to become closer during pregnancy.

Case Study

This case study shows how Hormel Gatherings, a party snacks food brand, found its audience in the US by using social media's targeting tools to refine its message.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Case Study

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

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).

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how chocolate brand Ferrero Rocher joined forces with the LINE communication app and the 7-11 convenience store chain to transform its image from a symbol of love to an everyday gifting product to express caring to friends.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Case Study

This case study details how Canadian Tire, a retail company, increased reach and sales in Canada through its #ShovelitForward campaign.