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Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Article

This event report explores how Royal Dutch Shell, the oil extraction and fuel business, integrates digital into its retail offerings, using it to make the forecourt experience both seamless and more valuable.

Article

This event report discusses how personal data is a complicated and important topic for the future, if marketers can grapple with upcoming issues.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Case Study

This case study shows how Shell, an oil and gas company, organized a charity drive and increased brand awareness in Malaysia using a social media workout challenge.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Opinion

Prior to making a purchase online, the chances are you will have been exposed to some form of advertising from that brand – consciously or subconsciously – at some point during the customer journey.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

News

LONDON: UK newspaper publishers, faced with falling circulations, reduced adspend, regulatory uncertainties and the rise of fake news, face a potentially critical year ahead.

Article

This event report details how brands can make their products more physically accessible to consumers by paying attention to the "three pillars of physical".

Case Study

This case study details how Shell, an oil and gas company, encouraged loyalty to its brand in the United Kingdom to help increase growth.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Case Study

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

Research Paper

This paper describes how behavioural economics (BE) contributed to a UK qualitative research project for integrating a series of healthy-lifestyle support services into a single, holistic service.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

News

LONDON: Many of the UK's leading national newspaper groups are working on plans to create a single advertising sales operation, and other cost-sharing measures, as they struggle to stem the decline in print advertising revenues.

Case Study

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

Article

This event report outlines how Campbell's Soup, the food manufacturer, is tapping IBM's Watson cognitive computing platform and weather data to deliver personalised recipes in online ads.

News

SAN FRANCISCO: Leading brands face a growing reputational risk from fraudsters and scammers because about a fifth (19%) of the social media accounts associated with 10 global brands have been found to be fraudulent.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

News

NEW YORK: Many marketers still have "their heads in the sand" when it comes to understanding the contours of brand-building in the digital age, according to Mark Addicks, the former CMO of General Mills.

Article

This event report is based on the views of Mark Addicks, the ex-CMO of General Mills, and addresses many of the opportunities and challenges now facing marketers.