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The Science of Consumers

Consumer neuroscience, also known as neuromarketing, can give brands new ways to test, track, and measure the effectiveness of communication strategies. Brands like Campbell’s are using consumer neuroscience to make print, packaging, and in-store advertising more effective. This Insight Brief also provides tips for selecting the right research vendor.

Tastic Red Pot Campaign

Tastic Rice launched an integrated campaign in South Africa that focused on mobile engagement and user-generated content.

Dove Seven-Day Challenge

The “Dove Seven-Day Challenge” used a mobile opt-in program to distribute samples, increase consumer consideration, and generate a customer database.

Tribune Publishing Partners With Contend For Native Advertising Deal

Designed to help marketers engage and reach customers cross-platform, including print, social, and mobile, through creative, relevant content.

BlackRock: It’s Time to Be an Investor Again

By focusing on consumer needs, and beginning an intelligent dialogue about financial planning, BlackRock differentiated itself from competition and engaged users like never before.

Reaching Consumers on the Path to Purchase Through Neuroscience

Integrated consumer neuroscience can help brands measure non-conscious consumer response and create more effective advertising, according to Innerscope Research.

GEICO: A Marketing POV that Changed an Industry

Six lessons learned about integrated marketing from GEICO’s journey to the No. 2 spot in a competitive category.

Godiva: An In-House Chocolatier’s Dream

Godiva Chocolatier, Inc. shared some of the engaging content from its “truffle flight” launch campaign, and provided best practices on streamlining and inspiring its in-house talent.

Marriott International: Successful In-House/Outside Agency Collaboration

The in-house agency for Marriott Hotels shared best practices for collaborating with a client and its outside agency of record.

MasterCard Worldwide: #PricelessSurprises

MasterCard’s #PricelessSurprises campaign has leveraged social media to engage cardholders and drive loyalty.

Mag Bag: Magazine Audiences Growing

Magazine readership, both print and digital, increased by 1.1 percent from 2013 to 2014, according to a GfK MRI study of 200 U.S. magazines.

Mag Bag: Conde Nast Circulates Native Ad Guidelines

Conde Nast has issued guidelines to prevent confusion between advertising and editorial content, which could threaten the integrity of its magazines.

Using Digital to Reinvigorate Reader’s Digest

Reader’s Digest executed a multi-channel rebranding campaign that increased both new subscriptions and renewals.

After 131 Years, Ladies Home Journal Shutters Monthly, Goes Quarterly

Meredith Corporation announced that Ladies Home Journal will no longer be published as a monthly, subscription-based magazine, but will now be sold as a newsstand-only, quarterly periodical, as a result of a declining interest in print magazines among its key demographics.

NAA: Newspaper Ad Revenues Fell Slightly in 2013, Digital Up

Total newspaper revenues (including circulation and advertising) fell by 2.5 percent in 2013 vs. 2012, but these losses were offset by a 1.5 percent increase in digital newspaper advertising.

Johnson's Baby: Greeting a Royal Baby

Johnson’s Baby developed one of the most recognized and celebrated U.S. brand responses to the birth of the U.K.’s royal baby in 2013.

Dolci Vita

To extend its premium mindset with consumers, Peroni implemented a year-long partnership with SHARP magazine, highlighting the latest must-have accessories and in-the-know content.


Xerox used a content marketing partnership to change perceptions about its brand and reach business decision makers.

125th Anniversary

Financial Times launched a fully integrated global campaign in celebration of its 125th anniversary as a publisher.

LGBT Print Media Spending Rose in 2013

The print editions of mainstream newspapers and magazines might not be faring so well, but LGBT print media are booming, according to the latest Gay Press Report from Rivendell Media.

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