Business and industrial: Industrial

 

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...

Crown Trade operates in what has been regarded as a functional market where brand and product choice is made on purely rational grounds. This case study shows how an advertising strategy not only succ ...

Royal Mail briefed Bates Dorland to create new advertising to stimulate usage by promoting the benefits of mail: positioning the letter as the ideal medium for maintaining relationships with family an ...

1994 launch campaign for Hep30, a new plastics alloy pipe technology (described), into the very conservative mains pressure water pipe market. Small budget of £165,000. In 1996 Hepworth had achieved 3 ...

The agency was charged with the task of making Hepworth’s sewage pipes stand out from the crowd in order to keep it at the head of the market. Past advertising for the company, in common with other bu ...

The article examines the planning process to develop creative work for the little known NYNEX CableComms. The company wanted to address business and residential markets without alienating one or the o ...

Advertising campaign to demonstrate the benefits of nuclear power and that British Nuclear Fuels (BNFL) were handling the risks responsibly; campaign started after the adverse publicity which followed ...

Regional corporate TV campaign for Pilkington, the glass manufacturer, 1990. Need to raise the profile of the company among various target audiences and add value to it. Research indicated opportuniti ...

1974-9 advertising for the International Wool Secretariat (IWS). Market background and history described. Consumer advertising objectives: increase/maintain awareness of the Woolmark as assurance of p ...

Corporate advertising for Hoechst UK, 1976-80. Aimed at AB businessmen, using the quality press to start with. Initial development: qualitative research among businessmen showed success of creative ap ...

1977-80 campaign for Lucas Aerospace. Background described: huge and difficult task for advertising (very competitive environment, company largely unknown, very large product range). Phased objectives ...

Corporate advertising campaign for ICI in 1978. Previous advertising since 1974 described. TV, up-market press and national press used in 3-tier campaign. New commercials and insertions refined follow ...