Warc index
 

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

Marriott Hotels Corporation debuted a major television advertising campaign for its Courtyard by Marriott chain of hotels in May 1997. The five spots that made up the campaign showed hapless people ma ...

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an ou ...

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and ...

Ownership of the Hilton Hotel brand had been split apart in 1964. As a result, the hotel chain was controlled by two distinct groups—Hilton Hotel Corporation (HHC), which held the rights to the ...

Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising. In the early years FedEx relied on a fast- ...

Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing al ...

Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company. In September 2003, however, i ...

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 the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

"Millions of reasons to fly today; only one that matters to you" was the central message of the "On Top of the World" campaign for Delta Air Lines, Inc. The campaign ackn ...

AirTran Airways took to the skies in 1997 following the merger of AirTran, a small carrier serving 11 cities from its base in Orlando, Florida, and ValuJet, a discount carrier struggling to rebuild af ...

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch. The campaign's objective was to encourage business travellers, for whom the habit of flying to Pa ...

Air cargo is a competitive business in which clients frequently swap suppliers. Following the merger of Air France & KLM cargo, the aim was to become the most effective and customer-driven air car ...

Purolator Courier is the leader in a courier category that is very fragmented and has limited growth potential. It is Canadian owned and operated, and fights for market share against US based competit ...

Holiday Inn is a brand that draws its image from the simpler times when families loaded up the Chevy wagon and took summer vacations on the road. However, with the family leisure travel stagnating, Ho ...

People who stay at hotels like Holiday Inn Express don't care about chocolate mints on their pillow. But they do care about well executed fundamentals - a clean room, good breakfast, and a decent show ...

Waste Management is not an attractive subject or message, and it takes a strong idea to turn this into something entertaining, informative and emotionally relevant. This case study focuses on a campai ...

Reid Kerr Enterprises was launched in 2001 and decided to carry out a consistent and planned marketing communications campaign to develop their commercial training business. The below the line adverti ...

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPowe ...

This campaign for Eurostar sought to increase its share of business travel to Paris or Brussels from the UK. A hard core of business travellers continued to disregard the superior comfort, convenience ...

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better. Thus Hond ...

Business owners think they are saving money by putting off the purchase of new computers. Dell 'Machines' demonstrated that this thinking doesn't save money at all. In fact, this thinking costs owners ...

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- ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel. Something had to be done, and fast. ...

Vodafone had a major challenge in 2003; it was viewed as being fun-loving, irreverant and a bit of a rebellious underdog. That’s a good thing in the general consumer mobile market, but these qualities ...

Global television campaign for British Airways Club World, directed primarily at frequent business travellers (but also considering all other stakeholders and potential customers) and focusing on thei ...