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Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Article

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

News

AUSTIN, TX: Despite a series of recent reports that have suggested US holiday shoppers will spend more this year, it seems few of them plan to pay large sums on their most expensive gift this holiday season, a new survey has found.

Article

A case study for Shell, the oil and gas production company, shows how virtual reality (VR) is unique in its ability to provide 'presence' and immersion in the social dynamics of an environment.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

News

MIAMI BEACH, FL: Marc Pritchard, Procter & Gamble's Chief Brand Officer, believes that fighting racial inequality is an urgent priority for the marketing industry - as well as representing a mission of profound personal significance.