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Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

News

CANNES: Brands are failing to address the use of female stereotypes in their advertising, a study from the Geena Davis Institute on Gender in Media and JWT has revealed.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

Opinion

In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.

News

LONDON: The UK’s advertising watchdog has signalled that from next year there will be tougher regulation of campaigns that feature potentially harmful gender stereotypes.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This event report outlines how Airbnb, the accommodation platform, has embraced diversity as part of its advertising strategy.

News

LONDON: Maltesers, the Mars-owned confectionery brand, reversed declining brand metrics and sales with a humorous take on disability that proved to be one of its most successful campaigns ever.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.