Cream Insight Report: Planet versus Profit
How brands can reconcile their economic and social imperatives
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06/07/2010 09:08:00
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Global ad spend forecast to grow by 3.5% in 201
GLOBAL—Global advertising spending in measured media is expected to increase 3.5% in 2010 to $451 billion, revised up from a projected 1% growth six months ago, according to a report from GroupM.
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24/06/2010 15:07:00
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Social media a threat to a brand's CSR reputation
GLOBAL – Businesses need to acknowledge the threat that social media can pose to a company’s corporate responsibility (CR) reputation, according to a new report by Havas.
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14/06/2010 17:57:00
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Nike ambushes official World Cup sponsors
GLOBAL - Nike has been linked to the World Cup more than any of the tournament's official sponsors, despite not being an official sponsor of the event, due to a successful TV campaign, according to a new report by Nielsen.
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14/06/2010 09:07:00
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Cream Insight Report: Brand Partnerships
In the quest to engage with consumers, brands are increasingly turning to other brands to create meaningful, mutually-beneficial partnerships. But should they be casually dating, committing to a long term relationship, or engaging in a series of casual flings?
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07/06/2010 16:37:00
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Companies need to harness megatrends
GLOBAL – Brand owners need to make the most of ‘megatrends’ that have emerged during the recession in order to drive long-term growth.
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04/06/2010 12:33:00
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Premium brands missing out on potential customers
Premium brand advertisers are putting the effectiveness of their campaigns at risk by incorrectly using demographic targeting to reach potential audiences, according to new research from Microsoft Advertising.
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03/06/2010 09:51:00
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Cream Insight Report: Crisis management
It takes years to build a brand but only seconds to destroy one. How companies react to a reputation crisis can have an impact on how long they take to recover – in some cases if at all. Cream examines Toyota’s handling of its recall crisis and compares it to other brands’ reputation management strategies.
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01/03/2010 12:30:00
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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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22/02/2010 12:09:00
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Gaming not just for teenage boys
Gaming is not a niche pastime for teenage boys, according to a study by Zylom/RealGames.
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04/02/2010 10:58:00
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Cream Insight Report: Brands to the rescue
As brands struggle to achieve cut through with an increasingly cynical consumer and gaping holes in public funds widen, opportunities arise for advertisers to come to the rescue and deliver services to the public. Cream looks at what kind of services brands are offering to people and how such acts of ‘enlightened self-interest’ can ultimately add to bottom line
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12/01/2010 15:31:00
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Regaining control of social media
GLOBAL - A new report out by UM Trendwatch is calling on the entertainment industry to re-evaluate the way it goes about marketing its releases, reclassify its traditional target demographics and look to leverage its primary asset – content.
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14/12/2009 12:03:00
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69% of youth research all purchases online
Over 2/3 young people research all purchases online first and claim that celebrity endorsements are less important in determining their brand choices.
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04/11/2009 15:32:00
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Cream Insight Report: C is for context
Brands have long been handing over creative control to their consumer with ‘create our ad’ or ‘name our flavour’ User-Generated Content competitions, but do they ever really add long term value to either brand or consumer? By Hugh Jordan
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02/11/2009 13:58:00
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Should we believe the children are our future?
Children are usually considered “the future” but it appears the older generations could hold the key to financial success.
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28/10/2009 09:19:00
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Clients more optimistic than agencies, study shows
Clients are starting to feel optimistic about their economies, according to a survey of CEOs of privately held agencies conducted by Worldwide Parnters Inc (WPI).
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08/10/2009 14:54:00
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APAC driving growth in global advertising
AMSTERDAM - As the global economy begins its turnaround, the global advertising market is showing signs of improvement.
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30/09/2009 16:26:00
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A changing game in sponsorship
The recession has had a major impact on the way companies are approaching sponsorship. A new IFM-Sports report looks at how the rules of the game are changing.
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04/09/2009 09:40:00
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Volatile market for gin
2008 saw the global gin market turned on its head. Data provider International Wine and Spirit Report's latest findings shows which brands won and which lost in the turmoil.
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03/09/2009 16:37:00
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Testing, testing
If the future of media is all about ideas, how can you tell which ones will resonate with consumers? Millward Brown's Sue Elms reports from the frontiers of media research.
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18/08/2009 09:52:00
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