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News

Taco Bell, the quick-service restaurant chain, is seeking to find the right balance of mass-market potential and cult appeal in building its brand, crafting new products, and driving sales.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Opinion

Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Research Paper

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Article

How to overcome five critical challenges of activating brand purpose as exemplified by US brands.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

Star Bharat, a Hindi language Indian television channel, re-launched with the aim of becoming the leading channel in its category.

Case Study

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

Magnum, the ice cream brand owned by Unilever, wanted to decrease its dependence on consumers over the age of 40 across Europe, so it tapped into a new consumption occasions and new formats to market Magnum Pints to younger consumers.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Case Study

TUMS, an antacid brand, launched 'Chewy Bites' to millennials in the US via a cohesive digital and social campaign to emphasise the product's key message of fast, tasty relief.

Article

The National Hockey League (NHL), the sports league, is exploring various digital strategies as it seeks to engage fans in new ways.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.

Case Study

Adidas Originals, a sportswear brand, launched an original song and music video to encourage young people in North America to be creative, which coincided with the release of its new sneaker, NMD.

Case Study

Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.

Case Study

Shell, a multinational oil and gas company, launched its global Make the Future initiative in collaboration with bio-bean to support bright ideas and provide cleaner energy solutions.