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Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

News

CHICAGO: Aditya Birla Group, the conglomerate, has successfully advanced a customer-centric agenda by focusing on the idea of the "bosstomer".

Opinion

Anvar Alikhan takes a look at the brand that’s something of an embarrassment to Coca-Cola in India - even though the global giant owns it.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Article

This event report looks at how the Vote Leave campaign developed the clear messaging and specific targeting that helped it win the UK referendum in June 2016 on whether to leave the European Union.

Opinion

As the iPhone reaches its 10th birthday, Robyn Lange, a curator at Shutterstock, looks back at how the smartphone has influenced photography, and in turn visual marketing.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Case Study

This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

Article

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Case Study

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Opinion

Appeals to identity have worked to bring about significant change in the political mood, but why did it work to such a degree? David Penn, of Conquest UK, asks whether marketers are thinking about the psychological overlap that allows people to identify with a cause.