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News

Global, the largest commercial radio group in the UK, has expanded into the out-of-home (OOH) advertising sector with the simultaneous purchase of Primesight and Outdoor Plus.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

News

Airbnb, the online hospitality service, has found that partnerships are a powerful way of building its brand in its core business and when expanding into new categories.

News

SINGAPORE: Singapore’s Changi Airport increased customer loyalty and online engagement with data-driven specials and deals in the airport itself, according to a senior executive at the company.

News

SINGAPORE: In a competitive package holiday market, Virgin Holidays has managed to increase digital engagement rates and upsell by overhauling its digital customer experience, according to a top executive.

News

SINGAPORE: A total of 30 papers covering a broad range of markets, categories and brands have been shortlisted for the 2018 WARC Prize for Asian Strategy.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

The communications team at Shanghai Disney Resort (SHDR), a themed resort in China, lived up to the promises of Disney and delivered them to China in an authentic way.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.

News

LOS ANGELES: Lufthansa, the air carrier, has successfully leveraged Snapchat’s messaging app as a tool for humanising its brand.

Case Study

Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Hand-sanitiser brand Dettol reduced rates of diarrhoea among children and grew penetration with an educational campaign in India.

Article

Virgin Holidays, a UK-based travel brand, overhauled its digital customer experience to differentiate itself in a crowded category.

News

SINGAPORE: The four Cs of marketing in luxury travel are “content, content, content and content”, according to a senior marketing expert in the area.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Case Study

Luxury resort Atlantis The Palm, Dubai used a branded-content short film to increase UK visitor numbers.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.