Warc index
 

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...

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 ...

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 ...

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...

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 ...

Beginning in the mid-1980s Carnival Cruise Lines emerged as a leader in the global market, and within a decade the Miami-based carrier had become the world's leading cruise operator. With a tot ...

By the 1990s newspapers were facing increasing competition from Internet job sites. In 1995, in order to compete with online sites for advertising revenue, the Tribune Company newspaper chains (whose ...

In 2001 Canon U.S.A., Inc., a subsidiary of the Japanese printer, copier, and peripherals manufacturer Canon Inc., introduced a compact digital-photo printer, which offered speed and the convenience o ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

America Online, Inc. (AOL) used a strategy of mass distribution of start-up CD-ROMs and free trials along with unsophisticated late-night television spots to become the largest Internet service prov ...

In 2004, Lithuania's vodka market was dominated by five mainstream brands with around 60% of market share. The third ranked vodka producer, Vilniaus Degtine (and their owner, Belvedere) decided to int ...

Tropicana's 2003-05 campaigns needed to achieve a number of goals, among which numbered reversing a decline in market share, building the brand and (especially) widening penetration. The first campaig ...

Natural gas is a low interest, high involvement grudge purchase for most homeowners. They want it to be there when needed but do not want to pay exorbitantly for it. RiteRate, Canada's first online na ...

To stimulate interest in a trial of poker at SKYCITY and reach full table capacity within two months, a gigantic citywide game of poker was created in Auckland including bus backs, billboards and with ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

By embracing what was really important to consumers, the team at Publicis Mojo broke the barriers for Goodman Fielder when it launched its new bread variant MacKenzie High Country Bread. The campaign ...

Scotland’s Children’s Hearings system works with young people who may have offended, or have been neglected or abused. It concentrates on the welfare of the child and puts decisions into the hands of ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of. By 2005, the category had exploded to 21 food and wine magazines sold in supermarkets alone ...

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food ch ...

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' ...

There are four major banks in South Africa, all competing for the upwardly mobile 'Achiever' market. Standard Bank was the first to introduce a bundled credit offering catering for this market. Howeve ...

This case study spans some 36 years since the launch of Kiwi shoe polish in South Africa in 1968, covering a period of consistent and focused campaigns which have grown both market share and sales fig ...

Postbank competes with all the banking institutions in South Africa, but is a small player with a 2% share of voice. This campaign focused in the pre-Christmas period, to encourage an in-flow of capit ...

This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months. It was a brave decision to adver ...

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce. Image and the way this is communicated to the ...

In 2002, Nissan is close to completing its 'revival plan', designed after the company suffered a serious downturn in the late 90's. The new Micra launch in 2003 was vital for Nissan in Europe. It had ...

Desjardins is a dominant financial institution in Québec, but with vitally different values from banks - it is owned by its members, who share in the profits. In 2003, it decided to get back to its ro ...

In 2000, the Sara Lee branded coffee Moccona launched an advertising campaign to increase the market share for its premium instant coffee. It looks at the brand in relation to its main competitor, Nes ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...