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Article

Focuses on the new era of personalisation; what adopting a people-based marketing approach means for specific sectors and how brands can move towards being personal over just personalised.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q3 of 2018.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

O2, a telecommunications services provider, reached people across the Czech Republic and Slovakia by showing them how lucky they are to have the freedom that they do, increasing the brand's attribute of fighting for freedom in the telco market.

Opinion

How can experience be truly effective in a digital era. Experience is in fact one of the most effective ways to create meaningful relationships with consumers, but the cost of physical reach is high and metrics often too ambiguous to justify budget.

Case Study

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Case Study

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

Case Study

Vodafone, a telecommunications company, managed to become the clear Bill Pay market leader in Ireland, while maintaining their price premium in a mature and highly competitive market.

Case Study

Eir, a telecommunications company, brought together two different mobile brands – killing off the brand with more awareness and successfully shepherding customers over to a brand that had been fifth or sixth on their consideration list.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

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

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this 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

EE, a telecom brand, launched an episodic football series on YouTube, which used rival football content creators to appeal to young people 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

Global strategies, campaign updates and trends in the telecoms and ISPs category.

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

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.