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News

LONDON: Half of consumers tend to remain loyal to brands they like, but the vast majority still spend time researching products to make sure they get the best deal, according to DMA research.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

News

LONDON: The UK advertising market is expected to record its eighth successive year of growth this year, taking total spend to £18.1bn, but it will see growth of 4.1% rather than the 7% that GroupM originally forecast in November 2016.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Case Study

This case study explains how Plume Labs, a technology company, used pigeons wearing tiny air quality monitoring back-packs and social media to raise awareness of air quality issues in London, and raise investment for a new wearable technology.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Article

This event report considers what actions brands need to take to comply with the General Data Protection Regulations (GDPR) which come into effect in May 2018.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Article

This event report outlines how companies can comply with the forthcoming General Data Protection Regulations (GDPR) which come into effect in May 2018 and which elevate privacy to the level of a human right.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.