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Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Global strategies, campaign updates and trends in the telecoms and ISPs category.

Article

Global strategies, campaign updates and trends in the insurance category.

Article

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.

Article

Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.

Article

Offers four tips for improving productivity within creative industries.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

Museums are changing their thinking around customer experience, adapting to new considerations of mood, moment, and context.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

Homeward Bound, a project to advance the role of women in science, developed a global brand identity by redefining gender symbols to create a unique symbol and slogan, 'Mother Nature Needs Her Daughters'.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

Article

McDonald’s, the restaurant chain, is seeking to achieve a holistic view of consumers as it strives to build genuine engagement and a true digital value exchange.