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News

A campaign by Droga5 for Tourism Australia that featured a reboot of the Crocodile Dundee film character has won the Grand Prix in the Effective Channel Integration category in the 2018 WARC Media Awards.

Case Study

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Article

Global strategies, campaign updates and trends in the TV industry.

Article

Global strategies, campaign updates and trends in the use of online video.

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

This article provides marketers with information and guidance on generating earned media.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Case Study

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Article

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.

Article

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Article

Cigna, the health insurance service company, successfully built deeper engagement with consumers through shifting its marketing focus.

Case Study

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

Case Study

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

News

TOKYO: Coca-Cola has applied its Integrated Marketing Communication (IMC) philosophy to product marketing in Japan, which is Coca-Cola’s most profitable market internationally, according to a senior marketer at the company.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Article

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.