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Opinion

Virtual worlds, through games like Fortnite and Roblox, have become an important part of young people’s social lives - RAIN’s Matt Lang explores how brands can help rather than hinder the experience.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

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.

Article

At Spikes Asia X Campaign, Wunderman Thompson's Justin Peyton outlines three trends for CMOs to note.

Opinion

Google has said it plans to end individual tracking on the open web. Chris Charman considers some next steps for advertisers.

Article

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

Data

An overview of mobile gaming audiences between 2017 and 2020.

Opinion

Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience. 

Opinion

Individuals have built, and are building, significant brands that embrace community and diversity. So why, ask Jay Richards and Cat Agostinho, aren’t more established brands doing the same?

Opinion

Women have been at the sharp end of a year of pandemic and lockdown. As the world slowly emerges from the threat of COVID-19, brands are going to have to reset their relationships with their female audiences, say Philippa Roberts and Jane Cunningham.

Opinion

From financial data, to healthcare data, to smart devices such as Alexa and the wearable devices that people wear on their wrists, consumer data trails are everywhere. But are marketers taking their customer’s data privacy seriously? And would your customer trust your brand to safeguard their data?

Case Study

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Data

An overview of different social platforms used for influencer marketing campaigns.

Article

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Article

L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.

Article

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Data

An overview of advertising channels and formats used by Amazon sellers.

Opinion

WARC's Chiara Manco shares tips and tricks from the APG on how to craft a winning awards paper.

Opinion

Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.

Opinion

Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans.

Article

A new model for using search data to uncover regional growth opportunities.

Data

An overview of Airbnb's marketing and advertising spend between 2018 and 2020.

Article

Grab’s digital transformation before the onset of the pandemic allowed the ride-hailing company to be well-positioned to face the crisis.

Opinion

The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.

Case Study

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.