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Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

News

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article provides marketers with information and guidance on generating earned media.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Case Study

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

News

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

Opinion

Today’s culture of ‘either/or thinking’ is omnipresent from fat-shaming to gender issues, Brexit and Trumpism – whatever the topic, polarised views are the norm.

Article

Dan Ramsay, consumer marketing director at BT, draws on his experience of launching BT Sport to highlight five key things to avoid when you launching a new brand.

Case Study

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

News

Asian millennials are shaping markets and expanding their cultural influence across national and continental borders – an example of the digital youth theme that is one of Admap’s Drivers of Change in 2019.

News

Footballers are more powerful than they have ever been, not only in financial terms but in the power of their individual brands, a trend exemplified by a new app, Otro.