How to..

How To Guides - Cream guides that help you navigate the changing communications landscape.

  • Use gaming as a marketing platform

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    Cream looks at how brands can successfully use gaming to engage with and entertain consumers

  • Festival of Latin media

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    As the Festival of Media gets under way, Cream selects 10 noteworthy case studies from the region.

  • Appreciate small

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    Big successes, small strategies. Cream unearths small gems of marketing brilliance.

  • Brands and blogging

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    In the early 90s, blogs were the preserve of journalists and academics who used the platform to self-publish articles, research and online diaries. Now blogs are a powerful branding tool. Cream examines 10 of the best brand blogging strategies.

  • Get consumers to watch online video

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    With over 420 years worth of video content on YouTube alone, Cream examines what makes a successful video strategy stand out from the crowd.

  • Make marketing music

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    Cream examines the role of music as part of marketing strategy.

  • Innovate in OOH

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    When describing the different media platforms to those outside the industry, out-of-home (OOH) is often explained away as simply “posters”.

  • Use events as a platform

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    As music-lovers recover from the world famous Glastonbury festival, Cream looks at the brands that have successfully promoted themselves though events.

  • Take a fresh look at print

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    Last week a brand new issue of M&M came off the press, and to celebrate Cream investigates the best in print-based marketing.

  • Harness football fever

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    Cream has selected 10 of the best football-related campaigns including sponsorship, ambush marketing, player-endorsements and grass-roots activities.

  • Promote a pint

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    Cream looks at innovations in the world of beer marketing.

  • Create persuasive political campaigns

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    Before brand Obama hit the headlines, political parties’ main marketing vehicle had been tatty flyers featuring saccharine smiles and grumpy babies.

  • Build a successful social media campaign

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    As different platforms compete for a slice of a brand’s social media spend, each claiming to be the most effective, Cream identifies the winning social media strategies.

  • Succeed at the Festival of Media Awards

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    Cream has selected 10 of the most innovative case studies from the shortlisted entries to the FMAs

  • Innovate on TV

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    “This TV commercial isn’t dead. . . It’s only stunned!”. Cream offers best practice alternatives to the traditional 30-second spot.

  • Take on the competition

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    Playing nicely when going head to head with another brand in public.

  • Entertain your consumer

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    The secrets of effective branded content that will leave your target audience wanting more.

  • Feel the love on Valentine's Day

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    Cream looks at how brands can successfully use Valentine’s day to promote their message and share the love.

  • Raise funds for charity

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    In the wake of the Haiti disaster, Cream looks at how different organisations have employed innovative techniques to raise funds.

  • Celebrate Christmas

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    Festive ad campaigns have become something of an art form. Done right, brands can tap into the feeling of goodwill floating around...

  • Drive loyalty

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    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

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    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

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    In an age of media sound bites and unfulfilled promises actions truly speak louder than words.

  • Span online and offline

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    Shock horror! People don't want to live purely online. People prefer to have real experiences!

  • Deliver great results with direct marketing

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    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

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    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

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    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

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    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

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    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

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    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

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    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

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    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

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    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

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    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

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    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.

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