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Case Study Library

Home to more than 2,500 examples of innovative brand communications, with 50 case studies added each month.

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  • Sleepover for self esteem

    • Dove
    • Canada

    Dove brings mums and daughters together by encouraging them to participate in sleepovers

    Rated 5 stars
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  • Simple gift of time

    • Philips
    • China

    Philips promotes its Healthcare division by developing a queue ticketing system for Chinese hospitals that cuts hours off patient waiting times

    Rated 5 stars
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  • Steamy room

    • Pearle
    • Belgium

    A contact lens brand highlights the perils of wearing glasses when you are trying to ogle members of the opposite sex

    Rated 5 stars
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  • Targeting Chinese-Canadians

    • Johnnie Walker
    • Canada

    Johnnie Walker reaches out to Chinese-Canadians with personalised traditional new year posters, leading to a 44% year-on-year sales increase

    Rated 5 stars
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Editor's Picks

Crème de la crème of marketing innovation, selected by Cream editor - includes pick of the week; a monthly campaign award, and work demonstrating how creativity can deliver tangible results.

Fitness of fatness

  • Fitness First
  • Germany

Magazines and websites are full of healthy eating messages. The amount of information available about the food we eat is almost overwhelming. As the calorie counters do their sums, and the diet plan followers endlessly pour over their food diaries, the more casual dieters among us just need a gentle reminder about our waistlines at the right times. One of those times is at the end of a meal, when we’ve been tempted into having that chocolate cake dessert, or that side order of chips. Lucky then, that the Germans have Fitness First to save them from gluttony. Using branded meal receipts in Berlin restaurants, the gym brand was able to advise diners about the amount of exercise required to burn off the bratwurst they had just enjoyed. Receipts could be traded for a free trial session at a local Fitness First branch.

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Empowering women

  • Women Empowerment Program
  • Lebanon

The simplest ideas can often prove to be the most powerful, as demonstrated by the Women’s Empowerment Program from the Hariri Foundation in Lebanon. By using a simple expression of grammar to promote the concept of women’s rights, the program successfully jump-started a popular movement to tackle deep rooted cultural gender inequality. With innovative use of experiential marketing, this engagingly straightforward campaign was able to connect with its audience across many platforms, and galvanised a country ready to embrace cultural progress.

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Driving usage of Fantasy Football

  • The Sun
  • UK

The Sun drives up usage of its Fantasy Football game with an eCRM strategy

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Opinion

Insight

The latest industry research providing you with hard data for deeper insight into brands, consumers and media.

  • Businesses need to better understand social media

    UK - The Internet Advertising Bureau (IAB) is calling for the formal establishment of ‘social media teams’ for organisations looking to fully incorporate social media within their communications plans, following a study of 80 senior level marketers from international brands.  

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  • Walmart tops global brand value survey

    GLOBAL - Retail giant Walmart has taken top position for the second year running in the World’s Top 500 Brands survey, published by brand valuation company Brand Finance.  

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  • Nextwall
  • Germany
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Right Brain, Left Brain Blog

A dream team of industry pioneers from around the world share their expert opinion

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The last advertising agency on Earth

Just watch the film.

Tom Denford

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Cats, but slower

Pedigree gave us slow-mo dogs, now Whiskas has responded with, er, slow-motion cats. Enough said.

Olivia Solon

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Estonia's media troubles

I am currently over in Estonia, speaking at a conference in Tallinn about media and marketing innovation. The lovely Hando Sinisalu from Best Marketing has been filling me in on the state of affairs over here. Estonia has been incredibly...

Olivia Solon

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Cream Reports

Cream Insight Report: Crisis management

Calming the storm. Marketing your way out of crisis 101

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