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News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

BEIJING: As pressure from tariffs increases on Asian companies, the need for meaningful brand differentiation is becoming more important than ever, argues Superunion’s Global CEO, Jim Prior.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

News

SEATTLE: Amazon is reported to be rationalising its sometimes labyrinthine ad business to make it easier for advertisers to buy and manage their campaigns on the e-commerce giant.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.