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Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy ).

Article

Global strategies, campaign updates and trends in the hair care category.

Article

Global strategies, campaign updates and trends in the banking category.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Thorn, a lighting brand from the parent company Zumtobel Group, launched its new range of LED lighting by illustrating its products as characters.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Case Study

Imperial College Business School, part of Imperial College London, the UK university, improved engagement and its reputation by focusing on intelligence as well as the fusion of business and technology.

Case Study

Advanced, a software company, created the 'FairITales' campaign to promote its brand positioning and increase sales in the UK by making the brand the hero to consumers' IT problems.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Article

Outlines four different content models brands can use to win market share and boost engagement.

News

NEW YORK: IBM, the technology company, is leveraging “business-to-individual” (B2I) marketing as it seeks to reach members of its target audience in meaningful ways.

Article

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.