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Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Sunovion, the pharma company, took a distinct strategic approach as it prepared to launch into a new category.

Case Study

PEARL iZUMi, the premium cycling apparel and footwear company, created a multi-channel digital strategy that increased e-commerce sales and drove new customers to the brand's e-commerce platform.

Article

Land O’Lakes, the agribusiness and dairy co-op, has leveraged new digital technologies to help enhance its business-to-business operations.

Article

Discusses the various models marketers could use to achieve personalisation at scale and advises on how to utilise the Problem Solution Mapping approach.

News

As ever more internet-connected devices enter our homes, the opportunities for marketers to get up close and personal are growing.

Case Study

Mucinex, a brand of cold and flu relief, nearly doubled top-of-mind awareness by leveraging facts around the Big Game to connect with its US audience in a humorous way.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

News

NEW YORK: FMCG giant Procter & Gamble (P&G) has applied to the US Patent and Trademark Office to trademark certain social media slang in an effort to target millennials, according to news reports.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Article

Microsoft, the technology company, is building its business operations on a slate of guiding principles that can help inform big decisions on complex issues.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Article

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Gunn Report

Contains the creative for the 'Dot. The First Braille Smartwatch' campaign for Dot Incorporation by the agency Serviceplan in Global.

Article

Illustrates how B2B brands are embracing person-to-person marketing and provides tips for marketers to ensure an effective B2B communications strategy.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.