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Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Case Study

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Case Study

Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.

Case Study

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

The Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.

Case Study

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

Case Study

The National Citizen Service (NCS), a voluntary personal and social development programme in the UK, encouraged more year 11s than ever to sign up by launching a campaign with YouTube influencers and NCS participants.

Case Study

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

News

HOLLYWOOD, FL: TD Ameritrade, the investment and brokerage company, successfully enhanced its marketing analytics capabilities to reflect its changing business priorities.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Case Study

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.