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Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

News

NEW YORK: Smaller retailers are tapping brand manufacturers' first-party data to help drive sales as lines start to blur between media and shopper marketing budgets.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Article

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

News

NEW YORK: The growth of ecommerce and an associated focus on the shopper across devices and channels means there is increasing demand to coalesce brand budgets with trade budgets, according to a new study.

Case Study

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

News

NEW YORK: Marketers at consumer packaged goods (CPG) brands now spend more on digital than all forms of traditional advertising, a new survey has revealed.

Article

This article discusses the prevalence of social influences in shopper marketing and ways that brands can use this to their advantage.

Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.