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News

Almost half of UK adults have experienced some form of online harm, from spam emails to identity theft, according to data from Ofcom, while eight in ten worry about some aspects of going online.

News

Airbnb, the online hospitality service, has found that partnerships are a powerful way of building its brand in its core business and when expanding into new categories.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Case Study

Godrej Security Solutions, a mechanical and electronic security systems company, increased awareness and sales of its EVE security system for women in New Delhi and Mumbai by launching two events that took a humorous and informative approach to security.

News

BEIJING: Comfort is winning over sex appeal in China’s bra market as women are increasingly choosing wireless, more comfortable bras as part of a shift that could affect the global market.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.

News

LONDON: As brands attempt to start and take part in debates online, marketers are finding that the grey area between criticism and hate speech is beset with risk.

Case Study

The Communications and Information Technology Commission of Saudi Arabia used a content-based approach to spread awareness of the online risks to children.

Article

Airbnb, the online hospitality service, leverages strategic partnerships to reach new audiences and shift perceptions about its brand.

Gunn Report

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

News

JERSEY CITY, NJ: Consumers often struggle to understand the data privacy conditions laid out by brands online, according to a study by the Advertising Research Foundation (ARF), the industry body.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

The Advertising Research Foundation (ARF) conducted a survey to better understand consumer attitudes towards sharing their data with businesses.

Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

News

SYDNEY: Most Australians don’t know how smartphone apps collect or use their personal data, according to a new survey by Roy Morgan Research, despite them claiming to be concerned about data consent issues.