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Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

News

LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

News

SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

Article

Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

Case Study

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Opinion

As the IAB uncovers a trend towards the in-housing of programmatic, Martin Kelly, co-founder and CEO, Infectious Media, argues that agencies will continue to have a role.

News

LONDON: Snapchat, the image sharing camera app, has answered critics of its measurement capabilities with a new deal with LiveRamp, which it says will allow UK brands to measure the impact of campaigns on offline sales.

Research Paper

Details a unique research design approach created by SevenOne Media, which draws on a comparison between targeting and mass marketing.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Case Study

Heineken, a beer brand, used YouTube to lead the discussion around a rising social issue in order to build a more meaningful relationship with millennials in the UK.

News

NEW YORK: Marketers continue to send irrelevant emails to customers and to focus on driving traffic to online properties despite most people doing their shopping in-store, new research shows.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

News

SAN FRANCISCO: HP, the US tech firm, has spent at least two years putting pressure on its agencies to increase the diversity of teams working on HP accounts, and now it appears the initiative is paying off in terms of commercial results.

Article

Explains the increasing value of marketing through GIFs and provides marketers with advice on how to use them effectively.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.