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Opinion

Direct to consumer strategies are taking the business world by storm. This month’s Admap explores the implications of this structure and uncovers the lessons and success stories that you need to know.

Article

Provides a snippet of Admap's January issue focused on Direct-to-consumer brands.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

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

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Case Study

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Case Study

Gordon's, a brand of gin, used conventional technology in an unconventional way to boost sales via targeted messaging.

News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

Case Study

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Case Study

PizzaExpress, the restaurant group, redesigned its At Home retail range to improve cross purchase consumption in the UK.

Case Study

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Case Study

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Case Study

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.