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Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 3,000 case studies of leading marcomms innovation.



  • US branded entertainment remains buoyant

    12/07/2010 USA – Total US branded entertainment marketing spending, dipped 1.3% in 2009 to $24.63 billion, but is on pace to generate solid growth in 2010 and beyond, according to exclusive research released today by PQ Media. Read more

  • Social media a threat to a brand's CSR reputation

    14/06/2010 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. Read more

  • Cream Insight Report: Brand Partnerships

    09/06/2010 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? Read more

  • Cream Insight Report: Crisis management

    08/03/2010 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. Read more

  • Businesses need to better understand social media

    24/02/2010 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. Read more

  • Cream Insight Report: Brands to the rescue

    12/01/2010 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 Read more

  • Regaining control of social media

    14/12/2009 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. Read more

  • Companies need to improve management of innovation process

    16/11/2009 Innovation is a top priority for companies looking to grow in the wake of the economic downturn, but flaws in managing innovation may hinder their progress, according to three studies released by Accenture. Read more

  • 69% of youth research all purchases online

    04/11/2009 Over 2/3 young people research all purchases online first and claim that celebrity endorsements are less important in determining their brand choices. Read more

  • Illegal downloaders spend more on music

    03/11/2009 LONDON – People who are in the habit of downloading music illegally are among those who spend the most on buying recorded music, according to a new UK survey. Read more

  • Cream Insight Report: C is for context

    02/11/2009 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 Read more

  • Should we believe the children are our future?

    28/10/2009 Children are usually considered “the future” but it appears the older generations could hold the key to financial success. Read more

  • Clients more optimistic than agencies, study shows

    08/10/2009 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). Read more

  • APAC driving growth in global advertising

    30/09/2009 AMSTERDAM - As the global economy begins its turnaround, the global advertising market is showing signs of improvement. Read more

  • Banks lose out in Interbrand brand value study

    21/09/2009 After a year of financial turmoil there have been big changes to Interbrand's 'Best Global Brands' ranking. Read more

  • A changing game in sponsorship

    04/09/2009 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. Read more

  • Volatile market for gin

    03/09/2009 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. Read more

  • Testing, testing

    18/08/2009 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. Read more

  • Green is still 'in' despite economic crisis

    07/08/2009 2009 Green Brands Global Survey Reveals Consumers in Brazil, China, and India are Most Eager to Embrace Green Products and Corporate Actions; Top Ten Greenest Brands Revealed Read more

  • Share of voice vital

    03/08/2009 Innovation in creativity and media is wasted without a significant investment in share of voice (SOV) according to new research by the UK’s Institute of Practitioners in Advertising (IPA) and Nielsen Analytic Consulting. Read more

  • Brands ignored on Twitter

    03/08/2009 Almost one third of brands on Twitter are completely ignored according to new research by social media and online PR specialist, Immediate Future. Read more

  • Brands holding up in a recession

    28/05/2009 Cream looks at the winners and losers from this year's BrandZ survey, and how strong brands have been remarkably resilient during the recession. Read more

  • Anatomy of a Campaign: Vodafone: from pink to red

    31/12/2008 The Vodafone brand launched in spectacular style in India last year. Cream investigates the genesis of the campaign. Read more

  • Cream Insight Report: Ready, steady, go!

    07/11/2008 Brands pay millions to link up with major sporting events but how do you get value from such associations? Read more

  • Anatomy of a Campaign: Orange Balloon Race

    01/07/2008 Just how did Orange persuade website owners to let its online balloon race fly through their digital air space? . Read more

  • Anatomy of a Campaign: Sunsilk's new look

    01/07/2008 The Unilever hair care brand has undergone a two-year revamp. Olivia Solon reports. Read more

  • Brand Experts: Xbox - Game on for Xbox

    30/04/2008 Microsoft is the first of the major brands to launch a third-generation console. How will media strategy help convince both hardcore gamers and mass audiences that this is the one to buy? Read more

  • Anatomy of a Campaign: Coke Bubbles

    01/04/2008 Coke launched the first commercial widget for peer-to-peer web TV service Joost in late 2007. Olivia Solon takes a look at Coke Bubbles. Read more

  • Cream Insight Report: Screen Time

    03/03/2008 How outdoor is changing as paper and paste is superseded by something with far more potential. Read more

  • Brand Experts: HP - Meet or Delete

    01/01/2007 Hewlett-Packard's marketing defies tech conventions. Cream reveals the thinking behind the decision to behave like a cool, youth-focused brand Read more

  • Brand Experts: Dove - Real Beauty for Dove

    04/04/2006 Unilever has used global concerns about beauty as a platform for Dove, creating a debate with large-scale outdoor, PR and interaction. Read more

  • Brand Experts: Heineken - Only Heineken Can Do This

    01/08/2005 Heineken has ditched the 30-second TV spot in the UK and around the world its local teams are developing innovative solutions to the classic challenge of reaching young beer drinkers. Read more

  • Brand Experts: Shell - Creating a debate

    01/07/2005 Two years ago Shell needed serious help to restore trust with governments, analysts, consumers and potential employees. The solution was not slick PR but a barrage of content deals. Alex Benady examines how the issue was addressed Read more

  • Brand Experts: Adidas - Coming into Form

    31/01/2005 Adidas is high on the success of "Impossible is Nothing" but it has a tough fight on its hands. Cream investigates media's role in the run up to the 2006 Football World Cup Read more

  • Brand Experts: HSBC - Banking on a Good Impression

    31/01/2005 Taking a single global message into local markets is the challenge for HSBC. Cream examines the brand's excellent record as a creative media player. Read more

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Augmented reality in pictures

So the first outdoor AR game was launched in 2000 at the charmingly named International Symposium of Wearable Computers (known in the trade as "Izwic"). By 2011 AR navigation, travel guides and games are quite common. The numbers are in,...

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