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Article

Global strategies, campaign updates and trends in content marketing.

Article

Global strategies, campaign updates and trends in the use of online video.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Research Paper

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

News

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Case Study

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

News

This is the first holiday shopping season for decades not to feature Toys R Us after the 70-year-old company filed for bankruptcy earlier this year, but the question for industry observers is which major retail brand stands to gain most from its ...

News

The Black Friday shopping event kicks off today and it comes as a new global survey reveals that 39% of respondents across seven markets intend to make purchases, although their shopping preferences vary.

Article

India kids love smartphones and a very tech savvy, but brands must be careful around how they target children to ensure their safety.

Article

Details why and how leading brands continue to raise the bar on expectations for customer experience at every touch point – both online and offline – by seeking strategic, long-term partnerships.

Research Paper

SEAT, a car manufacturer, developed a solution using Artificial Intelligence (AI), machine learning and statistics to extract deeper insights from SEAT's global customer satisfaction survey.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Case Study

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Article

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Article

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

News

Consumer and public safety groups have sent a letter to the Federal Trade Commission, calling on the agency to investigate the pre-school app market, after a new study revealed that 95% of such apps include at least one form of advertising.

News

Online sales during this year’s holiday season in the US are forecast to grow 14.8% to reach a record $124.1bn, far outpacing the more modest growth of 2.7% expected at brick-and-mortar stores, according to a new retail study.

Case Study

Hand sanitiser brand Dettol grew reach, engagement and brand impression in India by releasing a mobile game based on a popular character tie-in.

Case Study

Dettol, the hygiene brand, increased its market share in India by increasing relevance.

Case Study

Malaysian online marketplace Mudah.my used a multi-faceted digital campaign tied into the holiday season of Raya, to get young Malay males to re-evaluate the brand and grow listings.

Article

Christmas is a crucial time of the year for LEGO and sales in the toy category but it is not the main shopping occasion – that falls to ‘treats’ which requires an understanding of different mindsets.