Warc index
 

The Atlantic magazine was an aging institution with a stagnant circulation, that had low online visibility and few contemporary advertisers. The resulting campaign sought to position the title as the

Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...

The multinational launch campaign for Microsoft Office 2007. Objective: create a need for the new version by generating awareness and then driving experiences to elicit the desired response. Target: i

A 2008 campaign for Bravo TV channel. Objective: to inform and convince business advertisers that Bravo's audience profile (affluent, upscale, trendy adults) was important for them to reach. Research

Although IBM created the IT outsourcing market, competition had been building up enough to warrant action in 2007/8 to maintain their lead in Belgium, Luxembourg and the Netherlands. Their target mar ...

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

Computer-based design specialist Adobe was launching a new software package, Creative Suite 3. While an improvement on the previous version, it was more expensive, and was being released practically o ...

Launched in New Zealand in Christmas 2005, Oxfam 'Unwrapped' is an international gift promotion that lets purchasers give twice, once to a friend or loved one, and secondly to those who need it most i ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

Fisher Price (part of Mattel) is a market leader in the field of toys for small children, which aims to create a new culture around playing and sustains the importance of educational toys for children ...

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 ...

STAEDTLER is one of the oldest and most respected stationary-brands in the world, but in recent years the brand has faced tough competition from cheaper alternatives. The company wanted to improve its ...

Although TV Guide, with a circulation of 9 million and a total readership of 28 million, was ranked in the top three major magazines in 2003, its circulation had dropped 30 percent since 1998. Adding ...

In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marke ...

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 ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end ...

In 1999, Barclays Global Investors (BGI) developed iShares, an index investment product for exchange-traded funds (ETF’s). Given the competitive nature of the market, BGI launched their “New School” c ...

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

Six years ago, in conjunction with the AAPQ, HEC Montreal established the DESSCM: an accredited graduate diploma program, taught by professionals, to improve marketing communication skills for young p ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

When Coricidin II (CII) was launched in January 2004, it faced serious hurdles in reentering the cough and cold medication market. The name itself was a double-edged sword, because though it had limit ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...

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' ...

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 ...

With 3100 employees and 45 affiliates, AVL List is the world’s largest private company for engine development and test systems. The goal of this campaign was to position the AVL List brand in a socio- ...

As an internet and phone bank, BankDirect launched in 1997 as an innovator but by 2003 all banks offered these services plus traditional branch banking. This paper describes how BankDirect responded ...