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Paper
1.
Hovis adapted a creative legacy to achieve a rapid share turnaround
Andy Nairn, Admap, November 2009, pp.20-22
Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ...

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Paper
2.
How Oral-B changed European brushing habits in six months
Catherine Lusher, Admap, November 2009, pp.15-17
Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

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Case Study
3.
Calling "Cut!" on Domestic Violence - How Women's Aid Used Celebrity to Change People's Minds
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
Women's Aid is a UK charity providing support to victims of domestic violence, which had used classic celebrity endorsement in the past to good effect. But it wanted to move beyond the "borrowed ...

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Case Study
4.
Post Shredded Wheat - Progress is overrated
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector. However, the economic turmoil of 2008 was used to the brand's advantage, with its image recast ...

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Award-winning case study
5.
The Commission on Presidential Debates - Tearing down the spectacle & the spin: the Presidential Debates online
Jay Chiat Strategic Excellence Awards, Gold, 2009
The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 US elections. It opted for a campaign which used MySpace, the social media network, to ...

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Award-winning case study
6.
Häagen-Dazs - Where my bees at?
Jay Chiat Strategic Excellence Awards, Gold, 2009
Häagen-Dazs ice cream was suffering from stalled sales and the impact of competition from rival brand, Ben & Jerry’s. Exploiting its position as made from all-natural ingredients, Häagen ...

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Award-winning case study
7.
Brita - Filter for good
Jay Chiat Strategic Excellence Awards, Silver, 2009
Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

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Award-winning case study
8.
Obama for President
ARF Ogilvy Awards, Government and Non-Profit, Gold, 2009
The 2008 Presidential campaign for Barack Obama, covering the primaries and the election campaign. The paper summarises the thinking as it developed. Many more executions were developed and tested tha

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Award-winning case study
9.
Spike TV - true Dads campaign
ARF Ogilvy Awards, Health and Public Service, Silver, 2009
A 2007-8 campaign for Spike TV, the cable network for men, supporting a new programming initiative (“True Dads”) to encourage fathers to be more involved in the lives of their children. Objective: to

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Award-winning case study
10.
Bank of America - opportunities for all
ARF Ogilvy Awards, Financial Services, Gold, BBDO, Organic and TPN, 2009
A 2008 campaign for Bank of America (BAC), designed to deepen relationships with its current customers and drive new acquisitions by offering a differentiated promise: “you get more just for being a B

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Award-winning case study
11.
RITZ Crackers - open for fun
ARF Ogilvy Awards, Packaged Goods, Silver, Euro RSCG Worldwide, 2009
A 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue. Research (described) led to insight

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Award-winning case study
12.
Nabob Coffee - postcards
ARF Ogilvy Awards, Beverages and Alcohol, Gold, DDB, 2009
A campaign (2008) for Nabob coffee, which had been suffering sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee mark

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Award-winning case study
13.
Cheetos - mischievous fun with Cheetos
ARF Ogilvy Awards, Packaged Goods, Grand Winner, Goodby, Silverstein & Partners, 2009
A 2007-8 campaign for Cheetos snacks (Frito-Lay). The brand had begun to suffer intense competition and drop in penetration. Moreover, the company in 2007 signed the voluntary Children's Food & Be ...

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Award-winning case study
14.
Benefiber - fashionable fiber
ARF Ogilvy Awards, Health Care, Silver, Euro RSCG, 2009
A 2006-8 campaign for Novartis' fibre supplement (bulk laxative) Benefiber. Objectives: return to growth by: repositioning brand for health and well-minded customers, solidify ownership of key attribu

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Case Study
15.
Burger King - Whopper® Freakout
New York American Marketing Association, Grand Effie and Gold, Restaurants, Effie Awards 2009
To coincide with the 50th anniversary of the Whopper, Burger King conducted a social experiment removing the iconic Whopper from the menu. The first phase of the experiment explored deprivation to see ...

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Case Study
16.
Tylenol / McNeil Consumer Healthcare - Feel better, Tylenol
New York American Marketing Association, Bronze, Healthcare - OTC, Effie Awards09
This campaign engaged consumers in a new conversation by taking a stand for health rather than against pain. Through a modern, honest approach to pain relief, Tylenol differentiated itself from its co ...

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Case Study
17.
USO - Patriotic Six
New York American Marketing Association, Gold, Influencers, Effie Awards 2009
More than 500 worthy causes vie for public service advertising airtime every month, far more demand than supply. The USO, leaned on more than ever as U.S. troops entered year five of the war, needed t ...

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Case Study
18.
E*TRADE Financial - 1,000 New Accounts A Day
New York American Marketing Association, Gold, Financial Services – Products/Services, Effie Awards 2009
Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There’s comfort in numbers. Grounded in the fact that an average of 1,000 new acc ...

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Case Study
19.
HealthPartners - A New Way To Look At Healthcare
New York American Marketing Association, Gold, Healthcare – Products & Services, Effie Awards 2009
Smiling doctors and smiling patients – that’s all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services. By registering at healthpartners.com ...

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Case Study
20.
CNN - Black in America
New York American Marketing Association, Bronze, African-American, Effie Awards 2009
In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be “Black in America.” The marketing objective was to build awareness of the documentar ...

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Case Study
21.
VISA - Olympics 2008 Beijing “Go World” Campaign
New York American Marketing Association, Silver, Financial Services - Cards, Effie Awards 2009
The 2008 Beijing Olympics were the most challenging in the 20 years of Visa’s partnership. Controversy surrounded the Games. Visa was under pressure following its recent IPO, and it was becoming incre ...

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Case Study
22.
Metro - Decongestant M
New York American Marketing Association, Silver, Transportation, Effie Awards 2009
When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches. Metro, the operator of the public transportation system, saw an opportunity to posit ...

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Award-winning case study
23.
RSPCA Australia - creating new found respect for a household name
David Hartmann, Account Planning Group - (UK), Gold, Creative Strategy Awards, 2009
The RSPCA was typically perceived by Australians as a charity with smiling inspectors which helped cute animals, but the overwhelming air of positivity also contributed to a popular lethargy, with a p

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Award-winning case study
24.
PG Tips - the chimp also rises
Account Planning Group - (UK), Bronze, Creative Strategy Awards, 2009
PG was an iconic British teabag brand, but the impact of its advertising had gradually been fading, not least because it had struggled to devise a creative idea which was as funny, topical and relevan

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Award-winning case study
25.
The British Heart Foundation - watch your own heart attack
Nick Hirst, Account Planning Group - (UK), Bronze, Best understanding of channels, Creative Strategy Awards, 2009
Heart attacks kill 94,000 people a year in the UK. Many of those deaths are caused by "patient delay" - where people having a heart attack fail to call 999 immediately. The problem is that p ...

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Award-winning case study
26.
Air Action Vigorsol - a blast of fresh air
Dan Hauck, Nic Gorini and Richard Powell, Account Planning Group - (UK), Bronze, Best contribution to planning, Most progressive Client, Creative Strategy Awards, 2009
Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-dri

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Award-winning case study
27.
Parodontax - In your sink
European Association of Communications Agencies, Silver winner, 2009
Amongst oral care brands in Europe, the gum care segment was underdeveloped, accounting for only 7%. However, 48% of adults claim to suffer from bleeding gums, but the general perception is that this ...

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Award-winning case study
28.
Nespresso - George Clooney II
European Association of Communications Agencies, Gold winner, 2009
Nespresso created the portioned coffee system in the mid-eighties. Central to their business model is gaining Club Members who purchase a machine to make the coffee, thereby becoming long term custom ...

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Case Study
29.
AEG-Electrolux - Silent Laundry Campaign: The World is Noisy Enough
WARC-WOM, 2008
This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

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Case Study
30.
Victoria & Albert Museum - Cold War Modern Exhibition
WARC-WOM, 2008
The V&A was running the Cold War Modern Exhibition - a retrospective of Cold War living encompassing architecture, art/film, design and politics - from September 2008 to January 2009. The exhibition h ...

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