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News

Brands and their agencies are cookie-bombing consumers and wasting huge chunks of their advertising budgets by wrongly attributing sales to the first and last clicks in their online campaigns, a new white paper claims.

Article

As the volume of content available grows, so metrics like viewability and opportunity to see are becoming less meaningful – time is the most valuable metric, according to VICE.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Opinion

The advertising industry is excited by the possibilities of video, but these extend far beyond social and online channels.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Nordstrom, the US department store chain, has reaped benefits by handling programmatic advertising through an in-house function.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

News

LONDON: S4 Capital, Sir Martin Sorrell’s post-WPP venture fund has published its first stock market prospectus, with a warning to agencies as it seeks to compete with the consultants.

News

GLOBAL: Technology and data are transforming the marketing landscape and pushing it towards a data-driven future – and companies need to prepare accordingly, an industry figure has argued.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Sanofi Genzyme, a biotechnology company, created awareness of the challenges Indian patients with rare diseases face by telling their stories to show that every life is precious.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Koinex, a cryptocurrency exchange, avoided a potentially disastrous financial crisis in India and shows the vast power of PR.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

Vodafone, a telecommunications brand, partnered with the National Chemical Laboratory (NCL) in Pune, India, to develop a sustainable solution to the residue and water left behind after the celebration of Ganesha.

Case Study

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.