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Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

Research Paper

The paper describes how Camelot, the operator of the UK's National Lottery, has revived its online customer feedback questionnaires to measure all aspects of its web experience, which in turn became a key indicator of revenues.

Case Study

This case study describes how Coral, a betting shop, increased bets and traffic to the company during the Cheltenham Festival (a horse racing event) in the United Kingdom.

Case Study

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

Case Study

This case study shows how Macmillan Cancer Support, a charity, managed to achieve record fundraising income using a highly emotional and engaging campaign in the UK.

News

NEW YORK: Kraft Mac & Cheese won the Grand Prix at the 2016 Jay Chiat Awards for Strategic Excellence with its "Blind Taste Test" campaign, where the brand reformulated its recipe but did not promote this change for three months.

Case Study

This case study demonstrates how SuperValu, an Irish supermarket chain, showed its commitment to Ireland, helped local food producers and achieved a sales uplift through its Food Academy programme and a multi-faceted media campaign.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Case Study

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Case Study

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Case Study

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

News

LONDON: The use of celebrity athletes in brand advertising is less important than the story being told, according to new research which calls into question the value of spending money on high-profile sponsorships.

News

LONDON: Now that the Summer Olympics are over, ad-tracking specialists have been poring over the data and it appears, on at least a couple of measures, that Japanese car-maker Nissan stood out as a brand winner for its marketing campaign.