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News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

Article

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

News

GLOBAL: Senior marketers from Diageo, Qatar Airways and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the 2018 WARC Media Awards, announced today.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Article

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

Article

Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

News

LONDON: Senior executives from Visa and Diageo, as well as global agency leaders from digital and strategic roles are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

Article

Making the most of brand assets such as taglines, logos and colors rests on marketers taking heed of four essential instructions.

Article

TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

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

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

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

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

News

GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.