-
Take on the competition
More
Playing nicely when going head to head with another brand in public.
-
Entertain your consumer
More
The secrets of effective branded content that will leave your target audience wanting more.
-
Feel the love on Valentine's Day
More
Cream looks at how brands can successfully use Valentine’s day to promote their message and share the love.
-
Raise funds for charity
More
In the wake of the Haiti disaster, Cream looks at how different organisations have employed innovative techniques to raise funds.
-
Use gaming as a marketing platform
More
Cream looks at how brands can successfully use gaming to engage with and entertain consumers
-
Celebrate Christmas
More
Festive ad campaigns have become something of an art form. Done right, brands can tap into the feeling of goodwill floating around...
-
Drive loyalty
More
It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category.
-
Create a successful launch campaign
More
Launch campaigns are often simply a numbers game, with huge amounts of money being thrown at getting a product out to market...
-
Create a credible CSR campaign
More
In an age of media sound bites and unfulfilled promises actions truly speak louder than words.
-
Span online and offline
More
Shock horror! People don't want to live purely online. People prefer to have real experiences!
-
Deliver great results with direct marketing
More
Direct marketing is often dismissed as being a bunch of useless flyers, but Cream looks at dazzling examples which didn't end up in the bin.
-
Recognise what 'really good' looks like
More
The best examples of media innovation, branding bravery, non-traditional employment of “traditional” media and how creativity can deliver great ROI.
-
Make an impact US-style
More
With the world's attention focusing on such mega-events as the election of Barack Obama and the annual Super Bowl , the US is a hotbed of creativity, with brands scrambling to ensure that they engage with some of the already-enthralled audience.
-
Create a memorable travel & tourism campaign
More
With InterContinental Hotel Group pitching, consumers stalling on making purchase decisions on family holidays or vacationing locally, and businesses putting a hold on unnecessary flight and hotel expenses, the Travel & Tourism sector has been at the forefront of the industry’s thoughts.
-
Harness the power of mobile
More
Whether it’s watching TV, listening to the radio, responding to print ads or interacting with out of home, the mobile device is the glue that can bind all of your communication platforms.
People are more likely to forget their wallet than they are to forget their mobile phone, but they are also ultra-sensitive to receiving unwarranted advertising on such a personal medium.
-
Innovate with so-called "traditional" media
More
There is so much talk about new platforms in the digital arena, with the likes of Twitter, Facebook and the iPhone stealing the limelight that it is easy to overlook some of the innovation that is happening amongst the traditional media owners.
Cream looks at the best examples of how print, TV and Out of Home campaigns can be anything but traditional.
-
Get into the spirit of alcoholic drinks marketing
More
In 1959, when Guinness was 200 years old, it launched its first ad campaign in Ireland. Fifty years on, and in the midst of the truly iconic brand’s 250th anniversary celebrations (which span three weeks either side of St Patrick’s day), Cream takes a look back at some of its best work, along with the work of other alcohol brands.
Given current economic conditions, alcoholic drinks face a tough time, with on trade (or pub sales) in decline as consumers stay in. Meanwhile off-trade is driven down by huge supermarket groups.
-
Ensure that content deserves its crown
More
The industry has long been saying that “content is king” but it is still only a small part of what agencies and media owners do.
Branded content is made up of ideas that bring entertainment value to brands and that integrate brands into entertainment. This could be in the form of a TV programme, community events, film or video – any content, provided it links important passions to brands with a strategic reason.
-
Thrive at the Festival of Media
More
The Festival of Media is the world’s first global festival of media creativity and innovation. It has become a must-attend two day conference offering networking opportunities at a conference and exhibition designed to showcase the best creative media thinking and explore emerging media opportunities.
-
Avoid being left on the sidelines
More
Sports can unify people from all demographics with intense passion, which explains why brands are falling over themselves to be associated with it. But sponsorships are extremely expensive and we have seen brands pulling out of these costly partnerships given the pressures of the economic climate.
-
Target kids effectively
More
Children have long been a desirable target for advertisers – reaching them at an early age helps build brand loyalty that will last for life. From the age of around three, children can identify brand logos, and basic forms of brand loyalty can start as early as two.