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Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Article

Comcast, the media conglomerate, has successfully adapted its ad-sales strategy to reflect exciting new opportunities for business-to-business marketing.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Article

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Article

Global strategies, campaign updates and trends in the department stores sector.

Article

Booking.com has tapped into a millennial mind-set that embraces experiences, using its own employees’ adventures to position the brand as something more than just a hotel/flight booking service.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Gunn Report

Contains the creative for the 'The Unusual Football Field Project' campaign for AP (Thailand) by the agency CJ Worx in Thailand.

News

GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

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

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

News

SYDNEY: Australian online advertising expenditure hit A$7.9bn in 2017 with classifieds emerging as the fastest-growing format as the rate of growth slowed in the traditional engines of display and search.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.