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Opinion

Great planning starts with understanding people and developing insights through the lens of their humanity, says BBDO Asia’s Andy Wilson, judge of the 2018 WARC Prize for Asian Strategy.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Case Study

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Opinion

Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.

Article

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Case Study

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

Research Paper

Metfriendly, a financial institution, increased its new business and membership in the UK by using insights to build a new communications strategy with potential members.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Article

The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.

Article

Unilever, the consumer goods giant, is enhancing its capabilities in the business-to-business (B2B) e-commerce space.

News

New migrants to Australia are breaking common stereotypes with sophisticated customer journeys and purchasing behaviours, according to industry-first research.

Case Study

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

Case Study

American Express, a financial services corporation, leveraged machine learning and data science to layer card spend and usage behavior with program engagement at the user level, giving it the ability to tailor communications to each US card member's individual needs.

Case Study

IBM, a multinational information technology company, showcased how multi-platinum producer Alex da Kid discovered talent for his single in the US with the help of its AI technology, Watson.

Article

New migrants to Australia are breaking common stereotypes with sophisticated customer journeys and purchasing behaviours.

Case Study

MGM, a hotels and entertainment group, reversed double-digit decline following a campaign that brought the thrill of Las Vegas to New Jersey.

Case Study

JPMorgan Chase (Chase), an investment bank and financial services company, partnered with NowThis to reach younger consumers and drive brand consideration.

Article

A significant number of Americans are leading double lives when it comes to money; although their lives look normal, privately they are in need of help with money and the emotions around it – and the financial industry could provide this.

News

Royal Bank of Scotland (RBS) is planning to roll out a standalone digital consumer bank in the UK as it seeks to fend off growing competition from fintech challenger banks, such as Monzo and Revolut.

Research Paper

Most opinion polls conducted during British general election campaigns report on each party's estimated national vote share.

Case Study

Aditya Birla Capital, a financial service provider, built an emotional relationship with its target in India by launching a series of 60-second Facebook ads.