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Article

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

News

NEW YORK: Blockchain technology could help marketers in areas where trust and verifiability are major concerns, according to Rolfe Swinton, director/data assets for North America at research firm GfK.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

News

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

The rise of digital has, to some extent, changed the long-term requirements of the planning process, with digital native brands, such as Airbnb, disrupting every category.

Article

Hindware, a premium bathroom modelling company from India, is using digital and social media platforms to inform its traditional retail formats and shorten the customer journey.

Case Study

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Euskal Irrati Telebista (EITB) released an app that allowed Spanish users to use their phones to listen in on keywords from current audio news broadcasts and provided them with millions of related news articles from six differing angles.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

Netflix, a television streaming service, launched unconventional Spanish lessons with the cast of its series Narcos, in order to promote its second season globally.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.