By target group: Business: Professionals

 

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

Fisher Price (part of Mattel) is a market leader in the field of toys for small children, which aims to create a new culture around playing and sustains the importance of educational toys for children ...

Mortierbrigade, a new creative agency, needed a copywriter, and wanted to produce a campaign proving it could generate a big impact with a small budget, and to create a buzz around the agency in the p ...

STAEDTLER is one of the oldest and most respected stationary-brands in the world, but in recent years the brand has faced tough competition from cheaper alternatives. The company wanted to improve its ...

Although TV Guide, with a circulation of 9 million and a total readership of 28 million, was ranked in the top three major magazines in 2003, its circulation had dropped 30 percent since 1998. Adding ...

In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marke ...

Following the collapse of the technology sector with which Nasdaq was synonymous, it was necessary to restore some lustre to the brand and reassure the investment community that Nasdaq remained a prog ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end ...

In 1999, Barclays Global Investors (BGI) developed iShares, an index investment product for exchange-traded funds (ETF’s). Given the competitive nature of the market, BGI launched their “New School” c ...

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

Six years ago, in conjunction with the AAPQ, HEC Montreal established the DESSCM: an accredited graduate diploma program, taught by professionals, to improve marketing communication skills for young p ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

When Coricidin II (CII) was launched in January 2004, it faced serious hurdles in reentering the cough and cold medication market. The name itself was a double-edged sword, because though it had limit ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...

At a time when rival publishers in Scotland were launching portal sites (e.g. scotsman.com, icscotland, Scotland Online), SMG plc created individual specialist sites under the one brand umbrella, 's1' ...

XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

With 3100 employees and 45 affiliates, AVL List is the world’s largest private company for engine development and test systems. The goal of this campaign was to position the AVL List brand in a socio- ...

As an internet and phone bank, BankDirect launched in 1997 as an innovator but by 2003 all banks offered these services plus traditional branch banking. This paper describes how BankDirect responded ...

This non profit making mentoring service for young people was losing its lustre and the place in people’s hearts. The objective of the campaign was to revive momentum, remove scepticism and generate ...

The overall campaign objective was to grow circulation in various European counties with emphasis on converting occasional and potential readers into regular readers. Qualitative research indicated li ...

Charity campaign for the National Autistic Society, to raise awareness and funds. Research confirmed that people do not understand how serious autism is, and therefore do not empathise easily with it. ...

Campaign to increase condom use, as part of the government's Sexual Health Strategy. Requirement was for a long-term, fully integrated communications programme, targeting 18-30 heterosexuals mainly in ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

Shortland Street launched in May 1992 as a medical drama centered around the lives and loves of the staff and patients at the Shortland Street clinic. The show grew to be New Zealand’s most successful ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

Almost one in four people in Scotland, according to research cited in this paper, dream of starting their own business. Small Business Gateway was set up by Scottish Enterprise in 2000 to help make th ...