Warc index
 

This IPA Award winning paper details the contribution of advertising to John Smith’s success in the declining UK beer market between 1998 and 2002. Research suggested that younger drinkers were cynic ...

Describes two case studies of research conducted for Scottish Courage: 1) a new product development study, 2) a brand repositioning study for John Smiths beer. Different stages are described for each ...

Campaign in 1999 by Rainey Kelly Cambell Roalfe for Miller Genuine Draft. Brand launched in Scotland 1992 and rest of UK 1995, had failed to make impact there. Scottish Courage acquired the contract t ...

Campaign in 1998 by Rainey Kelly Cambell Roalfe for Miller Pilsner in Scotland (Scottish Courage). Low budget campaign on Scottish TV, supported by cinema and late night TV. Immediate rises in percept ...

Campaign in 1998/1999 by M & C Saatchi for Foster's lager. Objective to revitalise brand and ads. Strategy development described. Medium: TV. After running for 18 months, brand consideration rose 15% ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...