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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Case Study

The Illinois Council Against Handgun Violence (ICHV), an organisation to prevent devastation by firearms, introduced the Teddy Gun to show how the manufacture of teddy bears has more regulations than the manufacture of guns in the US.

Gunn Report

Contains the creative for the 'Make Lego The Star Of Christmas' campaign for LEGO by the agency UM in Sydney.

Article

Social media platforms are enacting major changes to the organisation of personal and professional posts due to scrutiny from lawmakers, concerned health experts and anxious advertisers.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

News

LONDON: John Lewis Partnership, the owner of John Lewis department stores and the Waitrose supermarket chain, has reported a 77% fall in pre-tax profits to £104m after taking into account staff bonuses.

News

SYDNEY: Brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan, according to agency experts.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

News

SHANGHAI: Food, especially festive specialities such as zongzi or mooncake, is the top driver for Chinese consumer spending during traditional Chinese holidays, a new survey has revealed.

Article

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

News

NEW YORK: Social media is making some sectors move faster and faster, and toymakers are the latest to feel the heat of fast-moving trends.