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Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

This Company Profile from Euromonitor provides key details and analysis of Hyatt Hotels, the owner of brands such as Hyatt, Hyatt Regency, and Andaz.

Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

Milk formula brand, Vinamilk, used a TV campaign to rebrand Optimum, its toddler milk, as Optimum Gold in Vietnam.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.

Case Study

Fast-food brand KFC used a multichannel approach to relaunch its Variety Bucket as the Friendship Bucket to appeal to millennials in India.

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.

Opinion

Madison Avenue is synonymous with Adland, keeping the name even after most agencies were chased away by high Manhattan rents and shifting fashions.

Article

Brompton bikes are known as commuter bikes, a brand image that the company never chose; a manufacturer, its story involves a successful product understanding what it means to be on a public, global stage.

Article

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Research Paper

This paper provides two case studies that explain how artificial intelligence (AI) can assist the market research industry in finding insights and predicting consumer behaviour.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

News

CANNES: The Paramount Network, a cable and satellite channel set to be officially launched by Viacom next year, believes it has some in-built advantages in terms of both brand recognition and programming as it seeks to build an audience.

News

SYDNEY: Holden’s decision to sponsor this year’s Mardi Gras, Sydney’s annual LGBT pride parade and festival, signalled a dramatic shift in image for the iconic Australian car brand but one that is beginning to pay off according to ...

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study explains how animal advocacy charity WildAid united elephant NGOs and people around the world to persuade the UN to ban the ivory trade in a campaign driven by content and social media.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

This case study shows how WildAid, a wildlife NGO, decisively changed the fate of the global ivory trade through a large-scale social media campaign.

Article

This article explains how the industry can get better at designing shelf tests that are optimised to provide actionable results once the analysis is complete, by taking a fresh look at best practices.