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Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Article

This article outlines how SK-II, a premium skincare brand, used social listening to segment its target consumers and create compelling video and social media content as part of its #changedestiny campaign.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study explores how Target Australia, Australia's largest department store chain, launched a national campaign to try and increase sales, using data tracking.

News

NEW DELHI: PaisaBazaar.com has utilised a three-plank content strategy in its rapid progress to become India's biggest marketplace for credit cards and loans.

Article

This article provides marketers with information and guidance about using native advertising.

Article

The article explores how PaisaBazaar, one of India's biggest financial brands, is using content marketing to engage new audiences and educate them about financial products.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Article

This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Article

This article examines the current problem of digital transparencies from the client's perspective, providing best practice on what to ask media agencies in order to ensure advertisers can navigate the complex challenges of the digital landscape.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

This article outlines how Just Eat, the takeaway marketplace, changed its approach to data and ad budgeting and shifted its focus to mobile.

Case Study

This case study describes how Nissan, the automobile manufacturer, increased its share of the Crossover Utility Vehicles (CUV) market in Canada through the #conquerallconditionscampaign.