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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
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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
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Cream Insight Report: The death of the big idea
01/09/2009 The big idea is dead. Long live the big ideal Read more
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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
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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
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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
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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
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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
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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03/03/2008 How outdoor is changing as paper and paste is superseded by something with far more potential.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
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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
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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
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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
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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
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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