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Article

Addressable television advertising could become an especially powerful solution for brands in the pharma category.

Article

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Case Study

A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Article

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Case Study

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

News

AMSTERDAM: The application of artificial intelligence techniques as part of the media buying process has the potential to boost brand metrics and purchase intent while also addressing brand safety issues.

Article

The use of Google technology to identify themes in online ads can help place them in a better contextual relevance – in a process of "cognitive media targeting".

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Opinion

Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Research Paper

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Case Study

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

Research Paper

Beatgrid Media, a Dutch measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

Article

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Case Study

McDonald's, a fast food chain, launched a geo-fencing and synchronised mobile display campaign that successfully increased sales across Australia.

Case Study

Iodex, a pain relief balm brand, increased brand sales and consideration by launching a three-phased mobile OBD campaign in India.