Warc index
 

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 ...

This non profit making mentoring service for young people was losing its lustre and the place in people’s hearts. The objective of the campaign was to revive momentum, remove scepticism and generate ...

The overall campaign objective was to grow circulation in various European counties with emphasis on converting occasional and potential readers into regular readers. Qualitative research indicated li ...

Charity campaign for the National Autistic Society, to raise awareness and funds. Research confirmed that people do not understand how serious autism is, and therefore do not empathise easily with it. ...

Campaign to increase condom use, as part of the government's Sexual Health Strategy. Requirement was for a long-term, fully integrated communications programme, targeting 18-30 heterosexuals mainly in ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

Shortland Street launched in May 1992 as a medical drama centered around the lives and loves of the staff and patients at the Shortland Street clinic. The show grew to be New Zealand’s most successful ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

Almost one in four people in Scotland, according to research cited in this paper, dream of starting their own business. Small Business Gateway was set up by Scottish Enterprise in 2000 to help make th ...

At a time when the dotcom bubble was bursting, s1jobs.com launched into a fiercely competitive marketplace. The campaign used a local communication strategy, with a 'local content' proposition and a v ...

The overriding problem facing this campaign was to create an understanding that one in four children are hungry or in danger of being hungry, against a background of high scepticism. The objectives w ...

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactic ...

Recognizing the potential for the pensions market to double in size following the Welfare Reform and Pensions Act in 1999, Norwich Union took a strategic decision to attempt to become market leaders. ...

This case describes how Perpetual Investments, a large, traditional financial services company that sells its products via intermediary financial advisors, utilised brand-building advertising to gener ...

The study traces the emergence of BankDirect from its launch in 1997 and explains how the technological leadership enjoyed by its parent company was exploited to create a credible market differentiati ...

Until recent years independent financial advisers perceived Scottish Provident as a relatively small, old fashioned company with little differentiation from rival organisations. As Scottish Provident ...

Using the metaphor 'herding cats' which had come to describe hopelessly impossible technology feats, EDS restaged and reintroduced itself to the world during Super Bowl XXXIV. 'Cat Herders' brilliant ...

In 2000, The Advertising Women of New York sought too reinvent their keynote event, The Good, Bad, Ugly Awards Show. Historically, an insider 'watchdog' event frowning on advertising that 'showed ski ...

Two and a half years ago, INVESCO Funds was just one of many mutual funds companies. It was successful, it was making money, but it was nothing extraordinary. In October of this year, however, Barron' ...

The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

1999 campaign for FT.com. The aim is to make the site the leading business portal. Although it had existed for 4 years, the site had no brand identity outside the FT. It was necessary to reach outside ...

Launched in 1996, TVLand is a basic cable channel which airs well loved shows. When the network first spun off from its parent company many cable operators rushed to add the channel to their basic ...

In 1998 Wired Magazine was sold and HotBot was spun off to make its own way in the market and began to search for an identity. The challenge was how to position HotBot so as to effectively and signi ...