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Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Case Study

HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Case Study

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

Article

Behavioural economics has been a gift to anybody seeking to nudge behaviours but, crucially, it is not without its limitations.

News

GLOBAL: A campaign from Yasmin, a contraceptive pill brand, which used mobile “mini-movies” to provide accessible sexual education to young people in order to help reduce China’s high rate of abortions, won the Best in Show award ...

Case Study

This case study details how Shell, an oil and gas production company, improved its relationship with its customers by creating a direct mobile channel to actively engage and provide relevant services globally.

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".