Summary
Rogers and Co, a small accountancy firm in the North of England, felt stifled by a traditional image and an unclear brand proposition. To adopt a more modern approach and to re-define its brand identity, a full company rebrand and name change (to Balance Accountants) was implemented. A bright yellow colour scheme was chosen for differentiation and to reflect the company’s renewed sense of vigour. Meanwhile, a new website repackaged existing services into easy-to-understand products. Balance Accountants now has active engagement on social media, staff morale has increased across the company, with renewed confidence and pride in the business. Net profitability grew 500% in the first year post rebrand and continued to grow by 25% in 2011/12, while fee charges remained unchanged. Meanwhile, time recoverability increased by 8% to 105%, putting the company into the top 5% of practices in the UK.

Summary
ShopperScope is a tool that aims to make sense of shopper paths to purchase, which have grown increasingly complex over recent years. The tool aims to bring the shopper's journey to life. ShopperScope uses both qualitative and quantitative research methods and analysis to complete the bigger picture. Included is a case study of ShopperScope in action: the client used the tool to uncover four distinct shopper types and unique engagement opportunities. It also created a shopper experience model to bring the shopper's holistic journey to life. The tool's final output was the actionable recommendations for the brand based on the learning.

Summary
Starcom MediaVest Group, a media agency which describes itself as a Human Experience Company, developed a unique approach to unlocking global insights for its clients with the creation of its Global Sensing Investigation program. Several times a year, 125 strategists in more than 35 countries spend 10 days immersing themselves in a topic before reporting back for a central team to craft a global perspective on the subject. In this way, a real-time snapshot is made available within weeks, with the group claiming to uncover universal truths as well as specific local insights.

Summary
Realising that many chief marketing officers are not familiar with the world of apps, the Mobile Marketing Association (Spain) created the Mobile Apps White Paper. And since the paper coincided with the presidential elections, the MMA launched an initiative to get citizens to recommend or invent apps for a mobile for the next President of Spain. An internet video highlighted the need for a president to have a good mobile phone and directed viewers to a website where they could leave their recommendations and also download the white paper. A phone containing the most-voted-for apps was sent to the winning presidential candidate. The white paper itself was downloaded more than 10,000 times.

Summary
Brazilian direct marketing agency e|ou needed to engage large national and multi-national companies that ran direct marketing departments in order to attract new clients. It therefore created a direct mailer that contained a pair of boxing gloves – referencing the company's commitment to fight for its clients – and a champion's belt because it had won an "agency of the year" prize. From 185 direct mailings, there were 51 meetings, 11 proposals and they won two accounts, generating a profit of US$1.2m.

Summary
FCC, a municipal services contractor in many Spanish cities, wanted to reposition itself with an approachable message - Citizen Services - that would speak to the end-users of services such as waste collection. Its 'Bin the Worst of 2011' campaign ran over Christmas and New Year and featured the company's own employees delivering 50,000 bin bags across Madrid on December 29th, printed with the words Unemployment, Crisis and Risk Premium. A New Year's Day collection would then symbolically get rid of a bad year. The initiative was filmed and turned into a viral video, while opinion leaders were also asked to spread the message. Viewings of the video were 240% over target, and some €43,000 of publicity was generated.

Summary
Many brands and agencies attending the SXSWi conference in the US spend large sums on parties and marketing, but the agency Ogilvy sought to use a different approach that could offer more effective exposure at a fraction of the price. Oglivy Notes set out to add value by capturing the big ideas at the conference and transforming them into an easily digestible, daily series of visual notes based on the most popular keynotes and panels. In the process, it hoped to establish Ogilvy as a different kind of agency and create opportunities to attract new business. Ogilvy far exceeded its targeted response and awareness rates; it also received requests to attend other conferences and events, so turning a niche execution into a global communications product.

Summary
Spanish advertising group Shackleton was looking for an impactful Christmas greeting as a way of reaching potential new clients and reinforcing links with existing ones. So it created the Cacambiator, a machine that swaps your worst Christmas gifts for something decent. Machines were fitted into three vans which visited 100 companies in Madrid and Barcelona, including TV channels, all of which were notified by email beforehand. A website and PR also spread the message so successfully that extra days were added to the itinerary so the general public could have a go at using the Cacambiator. All the tasteless gifts received were subsequently sold with the money raised going to charity.

Summary
Social media company Brandtology saw an opportunity to use the Singapore General Election as a way to challenge existing media giants and establish its name. Online conversations on the election were turned into a dynamic, interactive infographic-based website. Brandtology's minute-by-minute sentiment analysis meant visitors could see how people felt in each constituency, and even about each party. SG Party Time became the emotional barometer for the nation, garnering over 252,000 page views and generating S$230,000 worth of earned media value.

Summary
The World Gold Council India wanted to reach a new audience in order to boost sales of gold during the festival of Diwali, which is traditionally associated with prosperity. It targeted a non-traditional audience of urban men, aged 25 to 49 years old, with multi-channel communications including humorous television, outdoor and radio advertising contrasting the lasting value of gold with the short life span of other consumer products (e.g. electronics). By positioning gold as both a good financial investment and a meaningful emotional investment it was able to increase sales by 15% despite a 52% year-on-year rise in gold prices.