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Article

E-sports are big in China and fast food chain KFC found a novel way to tap into fans’ interest in one in particular with its KI Colonel.

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Oatly, the Swedish plant-based milk company, has grown quickly following a rebrand that allowed it to talk about its broader values.

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Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

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Comparethemarket.com, an Australian insurance comparison business, was forced to overhaul its product in response to regulatory changes in the health insurance sector.

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Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

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USAA, the financial-services provider focused on members of the military and their families, knows that its advertising must be authentic to make the desired impact.

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Godrej’s HIT brand, a consumer insect repellent brand, worked with Mindshare in India to push its place in the combat against dengue fever, an insect-borne disease, by bringing together a community of donors.

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Unlike a sponsorship or partnership, a true brand-media owner audio integration will result in content impossible without the involvement of the advertiser.

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Creative radio ads can boost a variety of important brand metrics, according to a study by Westwood One, the audio-media company, and VERITONIC, an analytics provider.

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The New York Times, the news brand, is using podcasts as a new way to reach consumers with compelling content.

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23andMe, a company that provides genetic and ancestry tests, partnered with iHeartMedia, the audio-media firm, on a custom podcast entitled “Spit”.

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Citi, the financial-services provider, is using its marketing muscle to boost female empowerment in the music industry.

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The Financial Times has successfully built a digital subscription business around driving engagement.

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In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

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Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

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Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

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To ensure content marketing initiatives get off the ground in India, marketers should work to ensure all internal stakeholders are educated and informed.

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The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

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Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.

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Two examples of how brands are using an innovative approach to understand consumer emotions.

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Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

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The Media Rating Council (MRC), the industry body, is seeking to establish a new standard for the measurement of video ads.

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The New York Times, the news provider, has begun experimenting with voice technology as a means of driving new forms of consumer engagement.

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Niantic is the $4bn startup behind the mobile gaming hit Pokémon Go, but the company goes far deeper than just the game as it vies for a position at the crossroads of augmented reality.

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LendingTree, the financial services company, has found that a shift to focusing on customer lifetime value has helped inform its marketing and broader strategy.