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Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Case Study

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

News

NEW YORK: GIFs are growing in prominence as a way for brands to drop into the bloodstream of the internet, according to a new report.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

News

MANCHESTER: Even though Manchester United is the most viewed English Premier League football club on YouTube, clocking up a huge 843m views since the start of the 2017-18 season, it has resisted having an official YouTube channel – until now.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Article

Screens have a proven track record in delivering effective commercial messaging but the industry hasn’t fared well at capitalising on the attention opportunity provided by nascent digital routes to market.

Article

Subway, the sandwich chain, believes that "distributed commerce" could represent a powerful approach to driving sales in the future.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

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

This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

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

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Article

The book, How Public Service Advertising Works, highlights that advertising has a purpose beyond selling and has many lessons for commercial advertisers.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Cornetto, the ice-cream brand, used social media and video to target young people in India.

Case Study

Milk formula brand, Vinamilk, used a TV campaign to rebrand Optimum, its toddler milk, as Optimum Gold in Vietnam.

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

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