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News

MANCHESTER: Foreign-owned betting firms that sponsor English Premier League football clubs are failing in their duty to pay into a fund for treating people with gambling addiction, according to the head of the National Health Service (NHS).

Gunn Report

Loto-Québec’s Lotto 6/49, a national Canadian lottery game, leveraged its historic association with lucky moments to launch a budget-friendly campaign with social media and real-time video at its heart.

Case Study

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Case Study

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Gunn Report

Contains the creative for the 'December 21st' campaign for Loterias Y Apuestas Del Estado by the agency Leo Burnett in Spain.

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.

Case Study

Svenska Spel, a Swedish gambling and betting company, used sporting terms to help immigrants integrate into Swedish society with a book and social media.

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

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.

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.