Warc index
 

In 2000, US-based financial services company Citibank hired Fallon Worldwide advertising to help reach its one billion customers by 2010 target. With a $100m budget (approximately £51million at 2008 r ...

Known as a discount broker in a world of traditional full-service investment firms, the Charles Schwab Corporation diversified during the 1980s and 1990s. In keeping with an industry-wide trend toward ...

The 2004 Toronto Worldwide Short Film Festival was the tenth in this series of prestigious events. The festival was sponsored by the Canadian Film Centre, a nonprofit organization based in Toronto tha ...

With a growing milk surplus, the California Milk Advisory Board launched a series of campaigns to challenge Wisconsin’s position as leading dairy producer. Focussng primarily on cheese production, the ...

For decades tobacco manufacturers had glamorized smoking through widespread marketing campaigns and promotions, but as the negative health effects of such behavior grew increasingly clear toward the e ...

In 1988 California voters passed Proposition 99, a measure that imposed a tax hike on cigarettes and earmarked the revenues thereby generated for antismoking efforts, including statewide media campaig ...

In 1997 Ben Cohen, cofounder of the superpremium ice cream company Ben & Jerry's Homemade Inc., was shocked to learn that Congress had decreased spending on social programs but had incre ...

Despite its overall sales success, Burger King in 1998 embarked on what senior vice president of marketing James Watkins called an "aggressive evolution" of its brand. With industry lead ...

With the availability of digital technology such as scanners and high-quality color printers, the ability of counterfeiters to produce excellent facsimiles of U.S. currency forced the U.S. Treasury to ...

Borders Group, Inc., the second-largest American book retailer after Barnes & Noble, Inc., adjusted to a trend of dwindling mall traffic by erecting more and more superstores, which tallied 435 ...

The first campaign for Ameritech from its new advertising agency, Ammirati Lintas Puris of New York, was launched on October 6, 1997, in an attempt to move customers from simply recognizing the brand ...

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 ...

Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the world's top-selling MP3 player. With a 1,000-song capacity, the first iPod worked o ...

The article considers the marketing campaigns run by American Express in 1996 to broaden their market. “Do More” aimed to entice new customers, and explain to them the benefits attached to owning the ...

In 1992, American Express signed relatively unknown Jerry Seinfeld for their advertising campaign, with objective of reducing their market share deficit. Visa, who charged lower transaction fees (<2%) ...

Dunkin' Donuts, the wholly owned subsidiary of the United Kingdom-based Allied Domecq PLC, reigned in 2000 as the world's largest coffee-and-baked-goods chain. With 3,500 outlets and $2 ...

In the wake of the September 11, 2001, terrorist attacks on the United States, several advertising industry associations decided to join together to develop a public service advertising campaign to in ...

This paper describes the 2005 campaign by the Comic Relief coalition to 'Make Poverty History'. It demonstrates how the unifying idea was built and communicated to key individuals attending the G8 con ...

The 1999-2006 campaign to revitalise Johnnie Walker, and turn it into a global icon brand, was based on the image of the striding man, which links the brand with the universal desire to progress. 'Kee ...

The 2002-05 Ariel 'Championship Whites' campaign followed an upgrading of Ariel Bio tablets to improve whiteness. TV campaign executions featuring Tim Henman established the link between 'whiteness' a ...

The Department of Transport's 'Think!' campaign aimed to reduce road casualties, with the broader focus of reducing all accidents, not just those classed as 'serious'. To avoid over-complicating the i ...

The NSPCC's 'Full Stop' campaign began in 1999 with the objective of making people understand that stopping child cruelty was everyone's responsibility by bringing the issue into the open, and getting ...

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This paper describes how Bendicks adopted a powerful ‘masterbrand’ strategy, executed through advertising, which turned around the fortunes of its core business and prepared a platform for growth and ...

This 2005 campaign by the Scottish Executive, in partnership with Crimestoppers, encouraged people to give information to the police about drug dealing in their community. Research identified both the ...

In 2004-05, Sony launched its new DVD Handycam across six different European markets. The camcorder market had become highly competitive and price-driven, so the communication objective was to use TV ...

How Halifax Bank of Scotland developed their brand advertising to become more cost effective over time. When HBOS’s marketing budget was cut by 20%, from £82m to some £65m, the advertising ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

The 2002-05 ad campaigns for the Inland Revenue (later HM Revenue and Customs) set out to encourage people to return their self-assessment forms as early as possible prior to the deadline. The origina ...

As part of its public service broadcasting remit, Channel 4 needed an issue to champion. It found it in school dinners. 31% of British children are overweight or obese and less is spent per head on sc ...