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ICO Data Protection
Institute of Practitioners in Advertising, Shortlisted, IPA Area Effectiveness Awards 2003
This study of advertising of the Data Protection Act is introduced by describing the considerable amount of personal information held by various agencies such as TV Licensing, Post Office Change of Address and the Passport Office it lists eighteen other organisations, all of which are linked to the Police National Computer.
This study of advertising of the Data Protection Act is introduced by describing the considerable amount of personal information held by various agencies such as TV Licensing, Post Office Change of Address and the Passport Office it lists eighteen other organisations, all of which are linked to the Police National Computer. The authors warn that much of this information is inaccurate. The task of the advertising was to maintain awareness of the Act, increase knowledge of the rights afforded to individuals to see information and to correct it if necessary. The authors claim that a two stage strategy dramatically increased awareness.
Syndol - How new thinking and a massage showed that life can begin at 30
Nick Thompson, Adele Fogarty and Jo Whitby, Institute of Practitioners in Advertising, Gold, IPA Area Effectiveness Awards, 2003
This case study demonstrates the contribution made by some impactful and unusual advertising in the rejuvenation of Syndol, a 30-year-old brand of painkilling tablets.
This case study demonstrates the contribution made by some impactful and unusual advertising in the rejuvenation of Syndol, a 30-year-old brand of painkilling tablets. Pharmaceutical advertising is often bound by convention – not so Syndol’s. It shows how quality, depth and originality of strategic thinking reversed the trend of previously unsuccessful advertising and how a consumer insight proved fundamental and made Syndol the fastest growing adult headache tablet in the UK. It also reveals how advertising that broke the rules delivered an unprecedented increase in sales, changed the way consumers think about Syndol and helped re-establish the brand’s credibility in the pharmacy sector. This was achieved with a budget that can be generously described as modest, in a market dominated by multi-million pound hitters such as Nurofen and Anadin.
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