Cream Insight Reports provide in-depth analysis of the latest marketing issues and trends, comprised of 360-overview of the topic, expert opinion, stats, top tips and case studies. Each PDF report is around 20 pages long and features at least 10 best-practice Cream case studies.
How to purchase?
Cream subscribers get 10 free Insights Reports every year as part of their annual membership. If you don't subscribe to Cream, you can now purchase individual reports at a special introductory rate* of £99 per report (usually £199) or £250 for any three.
To purchase your report please click here to download an order form or contact us on / +44 (0)20 7367 6979. Purchased reports will be sent to you in digital format.
More about each report
Crisis Management
Calming the storm: marketing your way out of Crisis 101
Toyota accelerator pedals dominated the headlines during the first few weeks of 2010. But beyond the stories of recalls, anxious motorists and angry governments, how did Toyota's marketing strategy deal with the problem? Given how quickly these sorts of reputation disasters can escalate, Cream evaluates the role of Toyota's communications as a cause, and solution to its problems, and examines how other brands have dealt with major reputation-damaging crises.
Case studies from Domino's Pizza, Servus Credit Union, US Army, Royal Mail, Marks & Spencer, Conservative Party, British Airways, Office for National Statistics, McDonald's, Rolling Rock
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Advertising as a service
Brands to the rescue: why advertisers are well placed to make up the shortfall in public spending
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. From funding road repairs and flower beds to swooping in to help out after a natural disaster, 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.
Case studies from Toyota, Philips, Sony, Fiat, Glad, BBC, KFC, Orange, Tide, Whisper
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User-generated content
'C' is for Context: Why user-generated content is no longer king
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? Or is it just a gimmicky fad? Cream looks at how brands have successfully incorporated consumer feedback into their marketing strategies and how it is likely to be user-generated context, rather than content that will prove to be more valuable for marketers.
Case studies from Doritos, Frijj, Walkers Crisps, Cornetto, Mahou, Heinz, Ben and Jerry's, Skittles, Kodak, Fiat
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Strategic Planning
The death of the big idea: The big idea is dead. Long live the big ideal
People have long been caught up on capturing the "big idea" - a brand platform that can unify all communications and even endure the ever-changing personnel in the marketing department. The proliferation of communications channels means that it has never been more important to find a memorable message and brands are increasingly looking for purpose-driven or cause-related big ideas, aka big ideals. Cream looks at why many brands struggle to find this elusive ideal and gives advice as to how such an idea can emerge.
Case studies from Häagen Dazs, Nokia, BBC, Pedigree, GE, The One, Dove, MasOportunidades.com
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Bespoke reports
Can't see a report that you are looking for? Cream can produce bespoke reports based on your specific requirements. To find out more about this service please contact Danielle Redwood on or +44 (0)20 7367 6979.
* Offer ends 30 April 2010