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GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

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

Case Study

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

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

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.

Case Study

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

Case Study

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Case Study

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

News

SYDNEY: In focusing on the television versus online debate, marketers are in danger of neglecting less glamorous media choices that consumers find genuinely useful in making purchase decisions, new research suggests.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Opinion

Like the Zeppelins of old, many of today’s technologies fit a ‘pathological’ profile, argues Malcolm White, and more of us need to take control of the way we use our tech, instead of being used by it.

News

SINGAPORE: Native advertising and effective content marketing delivers a much better ad experience to consumer, according to a senior executive at Singapore Press Holdings, the country’s largest print media publisher.

Case Study

English-language newspaper The Hindu used a multimedia strategy to connect with readers in Bangalore, India, to raise brand and social awareness.

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Case Study

Star Sports, the Indian broadcaster, built interest the Kabaddi World Cup, a traditional Indian sport, by using social media, content and influencers.

Case Study

Digital wallet Paytm used a multimedia campaign to change behaviours and become the leading digital payment platform in India.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.