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Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

News

SAN JOSE, CA: Many marketers are struggling to adapt their content for different media destinations and geographical locations, according to research from the CMO Council, the executive network.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

News

GLOBAL: What constitutes fair terms of trade continues to be a bone of contention for media agencies and advertisers with both sides likely to regard current terms as being less than mutually beneficial.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Article

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is challenging players in the digital space which are blocking progress in areas such as viewability, third-party verification and tackling ad fraud.

News

GLOBAL: Advertisers are generally failing to lead on key media decisions, a new survey claims, while agencies are failing to provide them with strategic support in key areas.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Opinion

We’re getting ready to launch Toolkit 2017, our guide to six trends we think will have an impact on marketing in the year ahead.

Article

This event report outlines how General Mills, the fast-moving consumer goods group, is transforming its model of agency remuneration.

News

NEW YORK: The ROI of B2B content marketing is not about return on investment but rather return on interest, according to the chief marketing officer of Xerox.

Case Study

This case study describes how CloudPay, global payroll solution, rebranded to position itself as a next-generation innovator in the sector.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.

Case Study

This case study shows how OfficeMate, an office supplies retailer, devised a social media-driven campaign to increase brand awareness and loyalty in Thailand.

Case Study

This case study demonstrates how IBM, an IT solutions company, used the Wimbledon Tennis Championship to humanise the brand for business decision makers.

Article

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.