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Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

GLOBAL: Wrigley, Hormel and McDonald’s are among the US brand owners whose campaigns have contributed a quarter of the shortlist for the Effective Channel Integration category in the 2017 WARC Media Awards.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

News

LONDON: TV advertising generates the highest return on investment (ROI) of any media over both the short-term and long-term, according to independent analysis carried out for Thinkbox, the marketing body for commercial TV in the UK.

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

News

LONDON: The vast majority (95%) of CMOs at leading brands in the UK say they have overhauled their digital strategies this year following widespread publicity about brand safety, fraud and transparency, a new survey has revealed.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

News

NEW YORK/CAMBRIDGE: Psychological traits identified from a single “like” on Facebook can be used to create targeted ads that boost both clicks and sales, a new academic study has found.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

News

GLOBAL: Ferrero, Danone, Unilever, Procter & Gamble and Johnsonville Sausage Co are among the brand owners whose campaigns have been shortlisted in the Effective Use of Tech category in the 2017 WARC Media Awards.

News

STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.

News

EUROPE: Channel 4 has joined the European Broadcaster Exchange (EBX), a digital sales group which intends to tap into the continent’s rapidly growing video ad market and to challenge the dominance of the digital duopoly in this area.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.