Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


7,260 results found
Sort by

Article

This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

HONG KONG: Mozilla, the internet non-profit known for its Firefox web browser, can’t compete directly with the likes of Google and instead emphasises its difference and its conscience, its CMO has said.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Opinion

Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Case Study

This case study describes how global banking brand HSBC used Facebook and YouTube to target stay-at-home mums wanting to get back to work, to boost its brand in the United Arab Emirates.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Case Study

This case study describes how biscuit brand Major enhanced its brand image and increased sales in Tunisia with a creative idea based on digital music sampling.

Case Study

This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.

News

CHICAGO: Grant Thornton, the audit, tax and advisory firm, is emphasising its challenger brand credentials compared with the industry’s “Big Four” via an ad campaign that argues it can help move clients beyond the status quo.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Case Study

This case study describes how baby care brand Libero Peaudouce used digital, TV and radio to launch its Confort-Flex nappy in Tunisia.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.