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Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Article

Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to path-to-purchase.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Gunn Report

Bodyform and Libresse, the feminine hygiene brands, launched a campaign centred around an online video that disrupted taboos in British culture and went on to connect with women globally by showing period blood in a positive light.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Sandy Hook Promise, a non-profit organisation, increased average sign-ups by launching a misdirecting film that caught US viewers by surprise when it gets interrupted by an active shooter.

Case Study

Monoprix, a major French retail chain, created the Label of Love campaign to reaffirm its brand positioning and relationship with French consumers.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Case Study

Yorkshire Tea, a British tea brand, increased market share in the UK by launching a campaign that featured celebrities as its factory workers.

News

SINGAPORE: The Singapore Tourism Board has taken advantage of the city state’s moment on the international stage to promote it as a tourist destination to the world this week – but it was an unexpected selfie of Kim Jong-un at ...

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.