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Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

News

SYDNEY: Most Australians don’t know how smartphone apps collect or use their personal data, according to a new survey by Roy Morgan Research, despite them claiming to be concerned about data consent issues.

News

SINGAPORE: Many consumers around the world are concerned about fake news but the term itself is “deeply problematical” as audiences interpret it to include poor quality news, and not just completely made-up news.

News

LONDON: Collaboration within the UK newspaper industry has reached a new level with the launch of Impact, an initiative that enables advertisers to buy a package across titles that compares with TV, out of home and radio on reach and price.

News

SYDNEY: News Corp, the newspaper publisher, is driving digital subscriptions through analysis of data to identify the types of content that audiences are willing to open their wallets for.

Article

News Corp, one of Australia’s leading news publishers, is successfully transitioning to a majority-digital subscription revenue model by using behavioural data more effectively.

Article

While media trust remains mostly stable, trust in social media is diminishing as fake news concerns take hold.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

News

GLOBAL: News publishers, hard hit by the switch to digital and a loss of print advertising revenue, are exploring new business models as they seek to counter a global loss of £28bn in revenue over the past five years, according to a new WARC ...

Case Study

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.

Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Verena Sure, a dieting product, quickly increased sales by launching a humorous campaign film alongside a PR activation event with Thailand's leading bloggers.

Case Study

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

The Parisian Road Safety Authority, a road safety organisation in Paris, France, placed digital billboards at busy intersections that used the sound of a car braking to shock pedestrians when they tried to cross with the red man showing.

Case Study

Alcoholics Anonymous (AA), an international mutual aid fellowship that provides support for alcoholics looking to maintain sobriety, marked its 70th anniversary by launching a social media campaign aimed at reaching a younger audience in Brazil.