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News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

News

DANA POINT, CA: Kimberly-Clark, the health and personal care company, is making greater use of a “brand-design” approach as it seeks to maximise the impact of assets such as the logos for offerings like Kleenex.

Article

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.

News

DANA POINT, CA: Kleenex, the iconic tissue line made by Kimberly-Clark, successfully enhanced its brand saliency with a campaign based around the power of simple, but meaningful, social connection.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

HO CHI MINH CITY: Private label currently accounts for a fraction of retail sales in Vietnam but that is set to change as modern retail spreads across the country.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

News

BEIJING: An epidemic of entrepreneurial fervour in China has led to venture capitalists pumping money into unproved, marginal ideas that has created a boom-and-bust cycle playing out in the country’s sharing economy.

Research Paper

International Flavours & Fragrances (IFF), an American corporation, created 'Real Women of America', an ethnographic research project, to reveal new opportunities for innovation.

Article

Explains what addressable advertising is, how it can be used, why it is effective and how its rise in popularity supports the merging of TV and digital.

Article

Political campaigns invest significant resources in attempts to persuade voters to pick one candidate over a competitor from a rival party, but the impact of these efforts appears to be negligible at best.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

News

NEW DELHI: Indian FMCG group Dabur has helped 12 villages in Uttar Pradesh and Himachal Pradesh reach open defecation-free status, a focus of government policy in recent times, and part of Delhi’s Swachh Bharat initiative.

Case Study

Scottex, a toilet paper brand, launched a campaign in Spain to generate brand awareness and also raise awareness about infant mortality caused by poor hygiene conditions in bathrooms in third world countries.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.