Subject Index
 

Accenture wanted to take ownership of the management consulting, technology services and outsourcing market, where consideration scores are all important. It aimed to target the 'change drivers' in th ...

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 ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

Since Greeks enjoy at least three coffees a day, the concept of Ideacookies was that ideas wrapped in individually packed cookies would make their day. As this brief study shows, McCann Erickson Athen ...

A winner with a difference. Anderson Strathern used Citigate SMARTS to good effect in repositioning and re-presenting the firm through a cultural change programme. The agency went well beyond conventi ...

After years of training consumers to wait until they see a dramatic stain to call for carpet cleaning, the industry leader, Stanley Steemer, began seeing its first consistently negative sales. Without ...

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' ...

With the consulting category experiencing slowed growth due to the economic climate, the name of the game in this business has been to steal share from competitors. With many companies offering simila ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

Interflora is an association of member florists. It is the best-known brand in flower delivery, having 93% awareness. For various reasons this was about to change, and Ammirati Puris Lintas devised a ...

The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. A downward trend in renewals pro ...

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 ...

The first legal firm in Scotland to advertise legal aid on television, 1994. Objective to gain market share. Research (qualitative) showed that consumer understanding of what legal aid is and whom it ...