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Opinion

Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.

News

SYDNEY: It’s time for marketers to take back control from procurement and focus on creating value rather than just saving costs, according to the head of the Australian Association of National Advertisers, John Broome.

Article

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

News

HANGZHOU: Tmall Global, the Alibaba-owned online marketplace that specialises in cross-border e-commerce, has announced plans to open six new procurement centres around the world in a move expected to benefit overseas brands.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

News

GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Research Paper

Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Article

Provides marketers with advice and best practices for successful B-to-B e-commerce in addition to exploring its increasing growth.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

Case Study

Indian app Krispy increased its consumer retention with the development of a video recommendation engine.

Research Paper

Universal Avenue, a global on demand sales platform, used big data to build a machine-learning model and accelerate B2B sales in Sweden.

News

GLOBAL: Two thirds of advertisers claim to have only “some understanding” of the role of their tech stack, while four in ten admit to using media technology ineffectively, according to research which highlights their dependence on their ...

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

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

GLOBAL: Leading global advertisers are prepared to re-think their organisation’s approach to media as the complexity of that environment increases, according to a new study.

Article

Details findings from the ANA on non-transparent agency practices and provides recommendations for advertisers to avoid non-transparent business practices.

Opinion

BEST OF 2017 OPINION: Today’s most effective media pitches are driven by five common desires. David Indo, CEO at ID Comms, reveals what advertisers increasingly demand from their media agency.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Article

This article examines two different approaches to business, short-term expediency and long-term benefit.