Lynx/Axe - Clicking from the beginning

Gavin May

This paper describes how planning created a new way of developing communications for the launch of Axe Click by getting involved in the NPD process from the very start.

Lynx/Axe – Clicking from the beginning

Planned by: Gavin MayAgency: Bartle Bogle Hegarty

SUMMARY

Planning is constantly trying to bring freshness to the ways it helps develop communications. This paper describes how planning created a new way of developing communications for the launch of Axe Click by getting involved in a process in which it normally plays no part. This involvement reaffirms the importance of starting off on the right foot, but critically, shows that the creative brief is not that start point – the NPD process itself is.

Specifically, it describes how hardwiring consumer insight and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands