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Case Study
1.
RAC
Fiona Blades, Account Planning Group - (UK), Creative Planning Awards, 1999
Campaign in 1999 by Lowe Direct for the RAC (relaunched and rebranded in 1997). Campaign based on personal experiences of the breakdown recovery service. Media: direct marketing (brief was to revitali ...

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Case Study
2.
RAC - Renewing an acquaintance
Ian Taylor, Account Planning Group - (UK), Commended, Creative Planning Awards, 1997
The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. A downward trend in renewals pro ...

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