Subject Index
 

This Agency Profile provides key details and analysis of AMV.BBDO, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to ...

This brand is described as 'the' evening snacking solution aimed at young people who are sociable and strong minded where snacking is emotional and an experience to be shared with friends or partner. ...

It was March 1996. The telecommunications industry was becoming an increasingly fast changing, complicated but exciting sector. Against this background, BT was reviewing its key communications imperat ...

This paper concentrates on the planning insights gained into the declines in the juvenile market, and how a clear understanding of the target market audience allowed the creative team to create award ...

The main issue that has faced mass-market American jeans brands has been 'If Levi's own originality, America, and to a certain extent good advertising, what is left for us?' In spring 1997, Wrangler m ...

This paper documents the key planning insight which recognised that changing attitudes towards Volvo drivers would be instrumental in changing attitudes towards the marque. This led to advertising tha ...

This paper describes how understanding a dual target market and the agenda each half brings to advertising, inspired a campaign that talks to eight to ten-year-old children with contemporary grit, wit ...

This paper will outline planning's contribution to the 'It's Good To Talk' campaign. Planning defined a new and brave advertising strategy for BT, and subsequently played an instrumental role during c ...

This paper is not about the 'It's 1 to remember' campaign, but about the planning that led to the important 'Babies' press campaign that preceded the main activity. We will demonstrate how planning id ...

This paper tells how planning brought about the development of a meaningful, well-liked brand, in a cluttered market, mistrusted by consumers. In so doing, planning also provided the catalyst for chan ...

The 1995 Pepsi Challenge is an example of how planning helped to reinterpret a tried and trusted, but tired and tedious, advertising vehicle. We discovered the importance and meaning of personal choic ...

What do you do when you own one of the best-loved properties in British advertising, but one that no longer does anything for your brand? Is the affection and warmth bestowed upon the brand because of ...

Great DIY advertising is a contradiction in terms for most people. The sector's advertising has practically become the material of stand-up comedians - effective at generating immediate store traffic ...

This paper shows how a thorough understanding of the way consumers and the trade relate to tyres and tyre advertising was used to give the creative team some important pointers that helped create a pi ...

How an understanding of young girls and how periods affect their lives contributed to a juvenile press campaign to drive recruitment into the Tampax brand across Europe.

1988 campaign for the Economist magazine. Development of approach discussed, based on qualitative research. Targeted to business people, using 1) full-page press and posters, plus 2) quality magazines ...

Hoover was launching a new range of vacuum cleaners. The Hoover turbopower 2 premium range was more energy efficient than existing cleaners but did not sacrifice cleaning ability thanks to its ‘autose ...

Volvo’s advertising strategy had focused on communicating reliability, durability and, most importantly, safety. However, it was felt a new course was needed, emphasising driver enjoyment. A campaign ...

Understanding the target audience and finding the ‘right tone of voice’ was key to the planning of an advertising campaign for Lil-lets tampons. Its aim was to recruit girls aged 11-15 to the brand, e ...

1990 launch of radio station Kiss 100FM, after it had obtained franchise. Need to build awareness quickly and attract listeners. TV, press, posters, tubecards, cinema used initially. Listening levels ...

The agency’s brief was to develop a campaign for Gossard lingerie that would introduce it in mainland Europe - where the brand was almost unknown - and would effectively relaunch it in the UK. The fir ...

Launch of a new premium range for Tudor Crisps in Scotland, the North East and Ulster, 1991-2. Marketing background and rationale explained. Decision to position as a line extension of Tudor rather th ...

The launch of a new Smith's brand, Monster Munch, in 1979. The particular interest of this case is that in Scotland, the last area in the launch roll-out, the launch coincided with the start of the IT ...