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News

WASHINGTON, DC: US internet users face larger bills and being blocked from accessing some websites as a result of FCC plans to dismantle regulations that ensure internet providers treat all web traffic equally.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

Telecom operator du ran a campaign in the UAE to raise awareness about oversharing personal information on social media.

Case Study

Du, a telecom operator in the UAE, increased its relevance targeting the tourism industry.

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.

Article

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

News

MIAMI, FL: Coty, the beauty products company, believes engaging with consumers on platforms like Facebook Messenger can help brands effectively connect with their target audience on mobile at a time when “the utility of apps is ...

Case Study

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

Case Study

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

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Case Study

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

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.

News

LONDON/AMSTERDAM: Rather than being driven primarily by transactions, loyalty in the digital age is an outcome of consistently providing great experience, according to an industry figure.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

News

LONDON: A new ranking of the UK’s top 50 most valuable brands is skewed towards telecoms, finance and utilities companies and does not include any tech businesses – a factor that is affecting the overall health of UK brands according to ...

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Case Study

TNT, a mobile network, increased revenue with two social media videos by focusing on service in a price-led Philippines market.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.