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News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

Article

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

News

GLOBAL: Senior marketers from Diageo, Qatar Airways and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the 2018 WARC Media Awards, announced today.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

News

LONDON: A number of leading brands are increasingly getting involved in the sponsorship of women’s sport, yet despite evidence that 59% of the UK population express interest in at least one women’s sport, some industry experts believe ...

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Article

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

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.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

News

LONDON: Senior executives from Visa and Diageo, as well as global agency leaders from digital and strategic roles are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

News

HOLLYWOOD, FL: TD Ameritrade, the financial-services provider, has created an online branded destination that helps it remain consistent while also supplying valuable advice to the distinct audiences targeted by its marketing campaigns.

Article

Making the most of brand assets such as taglines, logos and colors rests on marketers taking heed of four essential instructions.

Article

TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

News

CANNES: Mastercard, the payments company, is leveraging experiential marketing to engage consumers around their passion points, a shift that partly reflects an internal view that classical advertising is “dead”.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.