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News

CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

Article

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

News

NEW YORK: Meredith, the media business, is unpicking the ad sales structure at Time Inc, the publisher whose acquisition it completed in January this year.

Article

Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

London Beer Lab, a UK brewery that runs brewing workshops, increased sales and workshop income by putting the joy of experimentation at the centre of its identity.

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Case Study

Bulwark Cider, the Canadian cider brand, expanded globally and increased sales penetration by showcasing its craft and artisan credentials in its design.

Case Study

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.

Case Study

Four Winds Vineyard, a small family-owned winery outside Canberra, Australia, redesigned its wine bottles with images from the vineyard to make the brand more personalised and appealing to distributors.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Opinion

Malcolm White believes that marketing communications should strive to be useful, rather than entertaining, which could also have the knock-on effect of making what marketers and communicators do be regarded as more useful, and maybe more valuable, too.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.