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News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

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.

Case Study

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Case Study

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

News

NEW YORK: Brands can gain potentially huge benefits from rethinking spending on consumer promotions and engagement (CPE) and bringing the same rigor to this area that they apply to above-the-line activities.

Case Study

Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Case Study

Cracker brand Ritz boosted sales with a retailer-specific Cinco de Mayo promotion supported by social media in the US.

Case Study

Telecoms provider Batelco devised a campaign that used entertaining mobile video content to target Bahrainis during Ramadan and increase market share.

Case Study

LG Electronics, a multinational electronics company, launched a campaign in South Korea to explain the importance of TV viewing angles and introduce Super UHD TV.

Case Study

McDonald's, an American fast food company, launched a campaign in Hong Kong to reengage consumers with Shogun and Tamago, two humanised characters of the Shogun burger.

Case Study

ExxonMobil, a multinational oil and gas corporation, increased its sales in Europe by producing a 3D printed engine for its salespeople to show the target the benefits of Mobil 1 oil.

Case Study

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Case Study

LG Electronics, a multinational electronics company, promoted its range of OLED and SUPER UHD TVs in Australia by creating a pop-up cinema for the public to experience the technology for themselves.

Case Study

KFC, a fast food chain, launched a personalised Black Friday campaign, #KFCBlackFriedDay, to increase brand love in South Africa.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.

Case Study

Tostitos, a tortilla chip brand, launched a Super Bowl campaign in the US without airing a single commercial by creating a Tostitos bag that doubled up as a breathalyzer.

Article

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

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.

Case Study

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.