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Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

News

CHICAGO: Partnerships with organizations like the International Olympic Committee (IOC), NASCAR and the Professional Golfers’ Association (PGA) are helping the Dow Chemical Co.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Opinion

Women’s sport is gaining a higher profile, but what will it take for brands to value female athletes as much as their male peers? Ahead of the Women’s Rugby World Cup final, FCB Inferno’s Vicki Holgate explores the untapped opportunity for brands.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

News

NEW DELHI: At the same time as Vivo, the Chinese phone manufacturer, has spent heavily to retain its sponsorship of the Indian Premier League, global sportswear brand adidas is championing lesser known sports such as figure skating.

Case Study

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

News

GLOBAL: McDonald's has sponsored the Olympic Games for more than 40 years, but now the global restaurant chain is ending its association with the International Olympic Committee's TOP partnership with immediate effect.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study looks at how UnitedHealthcare, a health insurance brand, used humour to show it could help make the healthcare system less confusing and expensive in the US with its 'UnitedHealthcare Ways In' campaign.