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Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

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

Parachute Advansed Body Lotion used a multichannel strategy to completely relaunch its brand in a slowing Indian market.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

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.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Meetic, a dating app, launched its brand across Europe with a video campaign that challenged conventions of the online dating category by telling millennials to be authentic.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Article

This article examines the phenomenon of fake news, the problems it presents and how it relates to marketing.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Case Study

This case study details how FIAT, a car brand, introduced Fiat Egea Family in Turkey to change people's point of view about cars.

Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.