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News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

Global strategies, campaign updates and trends in the hair care category.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

News

LONDON: TV advertising revenue dipped 3.2% in 2017 from the previous year’s record high while radio spending last year jumped 5.2% to its highest ever figure, according to new data.

Article

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

News

LOS ANGELES: Snapchat, the image-sharing app with around 187m active daily users, is rolling out a new analytics tool that, for the first time, is expected to offer useful metrics for content creators.

Article

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

Case Study

Car maker Hyundai launched the new B-SUV Creta car in Brazil leveraging its brand reputation.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Case Study

Warner Bros promoted its 'The LEGO Batman Movie' to people aged 16-34 in the UK by partnering with Channel 4 to take over continuity announcements.

Case Study

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Case Study

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

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.

Case Study

McDonald's, the fast food chain, found a niche 'hunger' to serve in Taiwan by targeting live webcast viewers when it launched a new menu.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

Opinion

Recent research shows that TV sponsorships drive long term brand awareness and account for 5% of TV ad spend since 2010.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Case Study

HSBC, a financial services brand, increased credit card penetration and usage in Vietnam, through a consumer profiling and direct targeting strategy.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.