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News

SYDNEY: Trust is crucial when using social media influencers, but advertisers continue to be tripped up by influencers’ previous activity and now face new challenges with the rise of computer-generated influencers .

News

LONDON: The UK’s three leading consumer magazine publishers all saw total average circulations decline in the first half of 2018, but observers have suggested that there are grounds for optimism in the latest ABC data.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

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

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

News

SYDNEY: Two of Australia’s biggest media properties, broadcaster Nine and news publisher Fairfax Media, have announced a shock A$4bn merger – a development set to change the face of the country’s media landscape, as it grapples ...

Gunn Report

Xbox, Microsoft’s gaming brand, transformed its consumers into entrepreneurs in a campaign that allowed gamers to design and then sell their own Xbox game consoles.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Article

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

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

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

Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.