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Article

This 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.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of SCA Group, the retail tissue and hygiene manufacturer.

Article

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

Article

This article introduces the ANA's new chairman, Marc Pritchard, whose work at P&G demonstrated his driving belief: that marketing and advertising has a responsibility to do good.

News

ORLANDO, FL: Georgia-Pacific, the paper products manufacturer, has helped boost sales and market share through telling more compelling stories in its marketing campaigns.

Article

This event report addresses how Georgia-Pacific, the paper products manufacturer, has used storytelling to engage consumers.

Research Paper

This article looks at how Heathrow Airport, London's main and the UK's largest airport, transformed its service by taking a holistic view of the passenger journey.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

Research Paper

This paper argues for the evolution of the role of video in qualitative research, given that half of the human brain is dedicating to visual function.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Article

This event report outlines how Georgia-Pacific, the paper and household products group, develops powerful stories capable of engaging consumers.

Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Case Study

This case study demonstrates how Tempo, a foreign-made premium tissue brand in China, challenged its much cheaper local competitors for its female target audience.