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Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Financial brand Citi India used digital and social channels to boost preference for its credit cards during Diwali.

Case Study

Nestlé brand Maggi Noodles retained its brand love and consumer trust after a ban in India.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

Case Study

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

MoneySuperMarket, a British price comparison brand, made a five-year journey to take its brand from a struggling competitor to one that permeated popular culture in the UK.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study describes how Trolli, the brand of gummy sweets, increased growth and sales in the US by appealing to young people through association with a NBA star in the US.

Case Study

This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

Article

This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.