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Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

General Motors, the automaker, is exploring the power of granular in-car insights as a means for transforming radio advertising on the move.

Opinion

The advertising industry is excited by the possibilities of video, but these extend far beyond social and online channels.

News

Both media agencies and advertisers agree that a close and trusted relationship helps deliver stronger marketing performance, but few advertisers believe that such a rapport currently exists.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

News

SINGAPORE: Spotify, the Swedish music-streaming service, has joined forces with Dentsu Aegis Network’s media investment arm, Amplifi, to launch a new audio planning tool that will be rolled out across Asia-Pacific.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

News

GLOBAL: Innovation is as important as ever for global consumers, but unnerving revelations about data security and other issues over the past year have prompted consumers to demand that brands use technology ethically and responsibly, a new survey ...

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

News

LONDON: At least 44% of British women aged 50 and over find advertising to be patronising, while more than a quarter (27%) believe ads contribute to negative stereotypes of their age group, new research has revealed.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

News

SYDNEY:  More than half - 60% - of marketers have had a bad experience with digital marketing, according to new research.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

News

GLOBAL: Fast-growing companies are investing more in event marketing, either sponsoring or hosting events themselves, according to a new study that highlights the value of this channel in a digital age and the need to develop better ROI ...

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

Godrej Security Solutions, a mechanical and electronic security systems company, increased awareness and sales of its EVE security system for women in New Delhi and Mumbai by launching two events that took a humorous and informative approach to security.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.