Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

2,839 results found
Sort by

Article

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

News

LONDON/OXFORD: Social media advertising can be a highly effective channel for driving long-term brand impact, but the very best campaigns are those where the brands communicate in a personable and more human way, a new academic study has revealed.

Opinion

Ben Shaw, Head of BBH Live, and Jack Colchester, Senior Data Strategist, from the team at BBH London that created the Grand Prix-winning KFC Dirty Louisiana campaign in this year’s WARC Awards / Effective Social Strategy, highlight the difference between an impression and a lasting impression.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Looks at the main elements for a successful digital brand campaign.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Article

Kellogg's, a breakfast foods manufacturer, developed recipe-orientated video content and used audience segmentation to drive sales in India.

Case Study

ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Case Study

Mosquito repellent brand Good Knight used a multichannel strategy based around the dengue virus to change behavioural habits in India.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Case Study

Telco brand Singtel used a multimedia campaign based around digital firecrackers at Chinese New Year to build brand affinity among families in Singapore.

Case Study

Fast-food brand KFC used a multichannel approach to relaunch its Variety Bucket as the Friendship Bucket to appeal to millennials in India.

Case Study

The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.

News

LONDON: The context of a customer’s decision is fundamental to the effectiveness of marketing communications, new research by Les Binet and Peter Field shows, though findings from the pair’s landmark studies remain true.

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

News

LONDON: Successful campaigns in the Middle East and North Africa are genuinely local and many are targeting a significant youth audience in an appealing way, according to a new WARC report.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

ORLANDO, FL: Marketers must find a more refined balance between building their brands and meeting short-term objectives, according to Eric Reynolds, the CMO of Clorox.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.