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Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

News

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

Hindware, a premium bathroom modelling company from India, is using digital and social media platforms to inform its traditional retail formats and shorten the customer journey.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Case Study

Sodimac, a Chilean home improvement warehouse, increased its sales in Peru by taking over 15km worth of billboards on a busy highway to the beach, during summer.

Case Study

Spotify, a music streaming service, created personalised playlists to summarise its global customers' year on Spotify in order to increase usage and downloads of the app.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Case Study

Netflix, a television streaming service, launched unconventional Spanish lessons with the cast of its series Narcos, in order to promote its second season globally.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Case Study

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".