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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

FLORIDA, FL: Weight Watchers, the weight-loss brand, has enjoyed marketing success through mixing the star power of Oprah Winfrey with telling real-life consumer stories.

Article

7-Eleven Philippines is pioneering a new business model to take e-commerce to the Philippines mass market – potentially 90 million people - via its 2100 stores nationwide.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

News

LONDON: TV advertising generates the highest return on investment (ROI) of any media over both the short-term and long-term, according to independent analysis carried out for Thinkbox, the marketing body for commercial TV in the UK.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

News

SYDNEY: Content marketing and native advertising are becoming more popular as “top of the funnel” strategy, but more education is needed to boost the medium, according to print media executives.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.

News

EUROPE: Channel 4 has joined the European Broadcaster Exchange (EBX), a digital sales group which intends to tap into the continent’s rapidly growing video ad market and to challenge the dominance of the digital duopoly in this area.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

News

NEW YORK: Sex exerts the strongest effect on consumer attitudes among seven different appeals commonly used in advertising, according to a study published in the Journal of Advertising Research (JAR).

Article

When it comes to content marketing for print publishers, educating salespeople and client relations staff to understand how the medium works is vital to build trust.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.