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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.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

News

CANNES: Anheuser-Busch InBev, the brewing giant, has already witnessed benefits from a recently launched mobile advertising campaign that employs blockchain technology.

News

GLOBAL: Consumers around the world will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year, according to new figures from Zenith, a shift that is altering how brands plan campaigns.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

The rise of digital has, to some extent, changed the long-term requirements of the planning process, with digital native brands, such as Airbnb, disrupting every category.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Case Study

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Case Study

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.