Subject Index
 

The mobile phone market is under an increasing threat of commoditisation, and is home to notoriously fickle customers. This paper discusses the relaunch of the Millennium Dome as The O2, a sponsorship ...

This paper discusses the BT 'Family' campaign, which was used to address multiple communications challenges for the different areas of the company's operations. Among the subjects the campaign has add ...

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone ...

Case study describing how the mobile operator MobiMak, in the multicultural environment of Macedonia, has developed and re-branded itself from an inward-looking technology company into a consumer-cent ...

This is the story about a bison named Morty and his friends. After becoming an advertising and business phenomenon in 1999 and 2000, they have sustained that success, helping MTS deliver significant b ...

This paper describes how Verizon (a long-distance telephone service in the USA) built its credibility and business in the Mexican-American community via a partnership with SRE (part of the Mexican Gov ...

1999-2000 TV campaign for Manitoba Telecom Services (MTS). Objectives: to drive usage and build brand equity against heavy competition at a time of much change in the market. Involved integration of s ...

It was March 1996. The telecommunications industry was becoming an increasingly fast changing, complicated but exciting sector. Against this background, BT was reviewing its key communications imperat ...

The case history of how a TV and press advertising campaign in 1991 achieved an effective direct response campaign and one that changes attitudes. The campaign RSCG produced for British Telecom genera ...

The objective of this campaign was to establish and build a brand over a set period of time. Then with the personality and positioning of the brand clearly understood by the market, introduce a produ ...