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News

NEW YORK: Advertisement typicality, or the extent to which a message is a “good example” of an ad in a given category, may help brands make an impact with their communications around sports sponsorship, a paper in the Journal of ...

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

News

GLOBAL: The logos of some of the biggest and most profitable companies in the world aren’t recognised at all by consumers, according to a study that also notes how even some long-established and well-known companies appear to be losing ground ...

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Article

Singapore’s Changi Airport increased customer loyalty and online engagement with data-driven specials and deals in the airport itself.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Article

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

Article

Equipment Depot, the material-handling company, has transformed a once dated brand into a true industry leader and innovator.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

Reveals the findings of in-depth research into understanding the attention levels dedicated to video streaming devices and platforms.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

Monzo has built a following and a community around its product, allowing it to grow swiftly, build new and category-changing features, and attract a generation that has an uncomfortable relationship to money.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Opinion

According to some research, the average human attention span is now eight seconds, less than that of the goldfish with nine.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Case Study

Myer, a department store, was able to reverse declining year-on-year sales in Australia by using the world's first clickable six-second bumpers.

News

NEW YORK: FMCG giant Procter & Gamble (P&G) has applied to the US Patent and Trademark Office to trademark certain social media slang in an effort to target millennials, according to news reports.

News

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

News

CHICAGO: Conduent, a business-services brand that was born last year following a decision by Xerox to split in two, has made strong progress in driving core metrics like awareness, and plans to further these efforts with marketing.