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Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

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

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Article

With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

Opinion

The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...

Case Study

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Case Study

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Case Study

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

Monoprix, a leading supermarket in Tunisia, used a multi-reality approach to boost the in-store experience and attract a younger generation of loyal shoppers.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Opinion

The methods through which brands tell their stories need to change, argues Phil Gault, a strategic consultant.

Article

Voice technology has the potential of breaking down many of the barriers women face, particularly in emerging markets, and brands that design voice applications that directly appeal to women can tap into a huge opportunity.