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Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.

Gunn Report

In the lead up to the World Cup Qualifiers, Orange, a telecommunications provider, spoke to Egyptian football fans through a darkly comedic music video that gave the nation’s football team an ultimatum.

News

DETROIT: When it comes to their interaction with social media sites, consumers are happiest about ease of navigation, mobile compatibility and site performance, but they are least satisfied with privacy protections and intrusive ads.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Article

Visa, the payments company, is using sensory branding to reach consumers in new ways.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Article

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

News

CANNES: Voice technology has the potential to “transform” marketing, according to Keith Weed, chief marketing and communications officer at Unilever, the consumer packaged goods manufacturer.

Gunn Report

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

Article

Brands can be deterred from using influencers for any number of reasons, but not all are necessarily valid.

News

BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...

Article

As one of the world’s biggest advertisers, Unilever, the FMCG manufacturer, has invested considerable time and energy into tackling painpoints in the digital ecosystem.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.