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Award-winning case study
1.
Bigwigs - Making Jetting newsworthy
Jay Chiat Strategic Excellence Awards, Gold, 2009
JetBlue, the low-cost US airline, had been hit by a spate of bad publicity in 2007. Following a re-positioning, the company saw an opportunity to chime with popular criticism of business executives tr ...

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Award-winning case study
2.
Accenture - We know what it takes to be a Tiger
European Association of Communications Agencies, Bronze winner, 2008
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 ...

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Case Study
3.
Kerdos Financial Newspaper - The best piece of the pie (Greece)
Promotional Marketing Council, Gold (Small budget campaign), IMC European Awards 2008
Kerdos, the second biggest-selling daily financial newspaper in Greece, wanted to capture the attention of media directors on a promotional budget of 1,500 euros. This campaign, by McCann Erickson Ath

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Paper
4.
Paris 2012 - Mobilisation Day for the Paris 2012 bid: 5 June 2005
Sponsorship Works, 2007, pp.165-171
Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

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Paper
5.
Brit Insurance - The Brit Insurance Oval and Surrey County Cricket Club
Sponsorship Works, 2007, pp.139-145
Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

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Award-winning case study
6.
Accenture - Go on. Be a tiger
ARF Ogilvy Awards, Business to Business, Silver, Young & Rubicam and Mediaedge: CIA, 2007
Accenture is a global business consulting, technical services and outsourcing company which competes with bigger players like IBM and McKinsey. In 2004, the primary objective was to stand out against

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Case Study
7.
Wachovia Corporation: Financial World campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1789-1795
On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

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Case Study
8.
Steelcase, Inc.: Work Effectiveness campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1575-1578
The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems ...

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Case Study
9.
The Nasdaq Stock Market, Inc.: Listed On Nasdaq campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1089-1092
Following the collapse of the technology sector with which Nasdaq was synonymous, it was necessary to restore some lustre to the brand and reassure the investment community that Nasdaq remained a prog ...

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Case Study
10.
Cargill, Inc.: Collaborate>Create>Succeed campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.285-288
Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year ...

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Case Study
11.
Accenture, Ltd.: I Am Your Idea campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.15-18
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 ...

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Award-winning case study
12.
Vodafone (Spain) - Bola del Mundo
Promotional Marketing Council, Bronze, PMC European Awards 2006
This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

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Case Study
13.
Bank of Scotland Corporate - Look at Things Differently
Clive Backler and Alison Black, Institute of Practitioners in Advertising, Scottish IPA Effectiveness Awards, 2005
In early 2004 Bank of Scotland Corporate reviewed their brand with their aim being to set themselves apart from their competitors by creating distinct and market leading propositions. The challenge fo ...

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Award-winning case study
14.
Cisco Systems - The Self-Defending Network
New York American Marketing Association, Effie Awards, 2005
Not so very long ago, viruses were mere nuisances, barely registering on the concerns of senior executives. Today, IT security is a top business priority with billions of dollars at stake. With low aw ...

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Case Study
15.
XL Capital: Fundamental Strength
European Association of Communications Agencies, Finalist, 2004
XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

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Award-winning case study
16.
Accenture: I am your idea
European Association of Communications Agencies, Gold winner, 2004
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 ...

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Award-winning case study
17.
LaSalle Bank: Imagine
New York American Marketing Association, Effie Awards, 2003
The study describes a campaign aimed at increasing investment among people in the Chicago area who consider themselves to be business managers rather than wealthy. The objectives were to improve the p ...

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Case Study
18.
Shell Corporate Image - Opening a dialogue with opinion leaders
Donald Kerr, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2002
Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

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Award-winning case study
19.
ID Recruitment
Mark Gorman, Institute of Practitioners in Advertising, Gold, Scottish IPA Effectiveness Awards, 2001
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 ...

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Award-winning case study
20.
Chiltern Railways Clubman Launch
Institute of Practitioners in Advertising, Bronze Medal, IPA Area Effectiveness Awards, 2001
This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

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Award-winning case study
21.
IBM Software: Software Evangelist
New York American Marketing Association, Effie Awards, 2001
The marketing challenge of this study was to create awareness that IBM was not just a technological conglomerate but a leading software company. TV was the only medium used including heavy prime time ...

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Award-winning case study
22.
Winterthur International
European Association of Communications Agencies, 2000
The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

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Award-winning case study
23.
Five Years
The Martin Agency, New York American Marketing Association, Effie Awards, 2000
In 1997, Richmond, Virginia had the second highest per capita homicide rate in the US. To reverse the increase in gun violence the US Attorney's Office developed Project Exile, whereby criminals convi ...

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