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Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

O2, a telecommunications brand, increased staff participation and awareness of the company's participation in good causes by launching events and discussions in its parent company, Telefonica SA's, volunteering day in the UK.

Case Study

O2, a telephone network provider, launched a campaign in the Czech Republic and Slovakia to raise public awareness of the Velvet Revolution.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

Article

Discusses the changing of personal data with the potential for new infrastructure that could see people taking charge of their own data.

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

Article

The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.

Article

In the face of increased competition and commoditised pricing, telecoms brands will need a forward-thinking strategy that differentiates them from the competition, and to do that they need to be aware of how others in the industry are responding to category issues.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

How consumers are engaging with their smart devices is essential knowledge for telecoms companies to position their brands in the right way.

Case Study

India is the fastest-growing telecoms market in the world and the second-largest globally, with government policies providing an open and conducive environment for telecoms operators and licences awarded on a regional basis.

Article

Telecommunications is one of the top-spending advertising categories in the world, but it faces a number of challenges.

Article

As the category has matured, it has become as much about retention as it is about growth, and bringing magic into the lives of consumers has taken a back seat.

Case Study

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

Article

Brands will need to take a more disciplined, proactive approach to data management in 2018, as a result of the European Union's General Data Protection Regulation (GDPR), which threatens hefty financial punishments for non-compliant companies.

Article

In the age of post-demographic consumerism, people no longer behave as their age would suggest and are breaking free of the traditional demographic boundaries.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.