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Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

News

The advantages of advertising on TV have been well-rehearsed by the industry, but UK broadcasters need to join forces to push ahead with innovations on both the technical and sales sides, according to Sky’s CEO.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Case Study

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Case Study

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Opinion

The role of B2B marketers is changing, says Josh Mueller, Global Head of Marketing at Dun & Bradstreet, and they can use the latest tech like AI and blockchain to help them in that process.

Case Study

Citroën, an automobile manufacturer, used a mobile-first campaign to personalise the lead generation process and increase sales of the C4 Lounge in Argentina.

Research Paper

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Article

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Research Paper

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

Case Study

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Case Study

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Case Study

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Case Study

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

Case Study

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Research Paper

Money Advice Service (MAS), a free and impartial financial advisor in the UK, launched a survey to discover gaps in children’s financial knowledge so it could better prepare them for future financial decisions.

Article

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.