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Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Opinion

In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.

Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Case Study

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

News

NEW DELHI: Rising newsprint costs and a government move to publish ads of tender notices digitally are set to have an adverse impact on India’s newspapers.

Article

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Gunn Report

Contains the creative for the 'Emergency Collectibles' campaign for Kobe Shimbun by the agency Dentsu in Japan.

News

MOUNTAIN VIEW, CA: Google is to put $300m into a new initiative aimed at helping news publishers in the digital era, by elevating quality journalism and evolving business models.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Opinion

In the last 12 months, the media and marketing sector has gone through a period of dramatic unrest. The complexity of the digital media supply chain, ad fraud and brand safety have made brands question the platforms they use, and the media brands they chose to partner with, writes Sonia Marguin.

Research Paper

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

Article

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.

News

LONDON: Advertisers and agencies routinely overvalue digital media channels and undervalue traditional ones when it comes to brand building, new research suggests.

Article

In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Opinion

An agency's sudden bankruptcy 46 years ago set off a chain of disruption that completely overturned the media protocol.