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

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.

Case Study

This case study describes how chocolate brand Ferrero Rocher joined forces with the LINE communication app and the 7-11 convenience store chain to transform its image from a symbol of love to an everyday gifting product to express caring to friends.

Article

This event report provides tips for marketers seeking to engage consumers on Snapchat, the mobile messaging app.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Case Study

This case study describes how Sapience HR, a human resource and personnel consultancy service, rebranded itself to stand out and increase client spend as well as new clients in the UK.

Case Study

This case study details how Brunel University, a London-based university, refreshed its design framework to reverse a trend of declining student numbers.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Case Study

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article asks readers whether their company has the appropriate purpose to drive meaningful relationships between brands and customers.

Case Study

This case study details how Mars Inc., a food and confectionary manufacturer, reversed the decline in sales of its Starburst sweet.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.