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Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Research Paper

Zappi, a data research platform, partnered with consultancy service Kantar Millward Brown to help advertisers understand which creative elements in copy testing are leading indicators of in-market performance within the Facebook mobile newsfeed in the US.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Case Study

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

Great Western Railway, a UK train operating company, used emotion to drive its strategy to increase revenue and profit with a backdrop of negative press around train fares and service.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

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.

Research Paper

The use of neuroscience methods in advertising research continues to grow, but it remains controversial.

Case Study

Eir, a telecommunications company, brought together two different mobile brands – killing off the brand with more awareness and successfully shepherding customers over to a brand that had been fifth or sixth on their consideration list.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

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

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

News

NEW YORK: Agency executives mix factors like gut instinct and experience with more analytical approaches when choosing which ideas to show clients, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Case Study

Modelo, the Mexican beer brand, was able to bring in wider consumer engagement in the US from outside of its core Hispanic audience while retaining brand loyalty.

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.

Opinion

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.

Article

Reveals new insights into how communications are working in context with data gathered from participants using mobile phones to relate their brand experiences in real time.

News

NEW YORK: Anheuser-Busch InBev, the brewer, has seen success through modifying the ad testing model to nurture ideas rather than simply receive an overall rating on creative work, and used this new process for brands such as Budweiser.

Article

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.