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Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

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.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

News

ORLANDO, FL: Anheuser-Busch InBev, the global brewer, has witnessed significant benefits from tapping into the power of programmatic advertising in a nuanced way.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Augmented reality is predicted to be a £90bn market within five years, with most of that generated by brands and advertisers.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Article

Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

News

NEW DELHI: India’s telecommunications category is equal parts crowded and cut-throat, with ongoing price wars affecting all major players, but Vodafone, India’s second-largest category player, is now attempting to break the cycle.

Article

Digital marketers need to start asking more whys if they want to improve their business in the long run.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

Examines the differences and similarities between the mood of the British public in 1998 and 2018.

Opinion

As advertisers, we are reminded that trust takes decades to build and can be destroyed in an instant.

News

NEW DELHI: Diageo, the drinks company, has navigated alcohol category turmoil in India by relying on content and focusing on category behaviour rather than brands, according to a senior executive at the company.

Article

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Opinion

Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it.

Article

Vodafone India broke out of the price war in India’s highly competitive telco category by focusing on its brand values – human connection – rather than on freebies to compete with category newcomers.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.