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News

Airbnb, the online hospitality service, has found that partnerships are a powerful way of building its brand in its core business and when expanding into new categories.

News

Digital media giants Facebook and Google will come for Australian TV ad spend next, marketing academic Mark Ritson has warned, as magazines and news continue to weather the storm.

Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

News

CHICAGO: Following an extended dalliance with becoming a lifestyle brand, Playboy magazine is hiring in media and focussing on creating provocative, progressive content in a more enlightened era than its founding.

News

WISCONSIN: Kohl’s, the 55-year-old department store chain is a brick and mortar thriving at a time when many traditional retailers are busy fearing the Amazon effect on their business.

News

LONDON: Guidelines and clean lines around a brand are the typical aims of marketers, but with new media – such as podcasts and Instagram Stories – an unpolished edge brings significant advantages.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Case Study

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Case Study

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

Adidas, a clothing and accessories manufacturer, promoted the launch of FC Bayern Munich's new football kit in Singapore by creating a live event with the team itself.

Case Study

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

News

MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

Gunn Report

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and to be seen as a driver of change and innovation.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

News

KUALA LUMPUR: Amid a year of political upheaval and newfound optimism, local brands are examining what it means to be Malaysian in a new era with their annual national day campaigns.

Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.