Subject Index
 

This Agency Profile provides key details and analysis of Euro RSCG Worldwide, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

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

This Agency Profile provides key details and analysis of Euro RSCG Partners, including its latest activities, market position, financial performance, Brands, structure and history, together with onwar ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

The upper middle range of the car market is an important segment, but it is also a declining one, largely as a result of pressures from new vehicle types and environmental and social concerns, the lat ...

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

This paper shows how the Government, via a coalition of related brands (NHS, Cancer Research UK and British Heart Foundation), has successfully waged a war on tobacco. Since 2000, 1.1 million fewer pe ...

With 3100 employees and 45 affiliates, AVL List is the world’s largest private company for engine development and test systems. The goal of this campaign was to position the AVL List brand in a socio- ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

Playtex, absolute leader in control garments has always had an undisputed know how. The marketing opportunity for Playtex was to launch a complete range of control garments that offer several solutio ...

In 1996, Procter & Gamble came to Euro RSCG with a challenge - to build a relationship between Clearasil and teenagers by talking to them about spots. Through a thorough understanding of teenage girls ...

Shows how a small change in strategy and a small change to the key character in the advertising fundamentally changed consumers' relationship with the brand. Background and brand history summarised. W ...

Home Office campaign to encourage the installation of smoke alarms, 1988-92. There were 3 phases of development: creation of the market; addressing the issue of the vulnerable elderly; reinvigorating ...

Rejuvenation of a long-established confectionery brand. Product improvements made (1985) prior to re-launch with price promotions and a new TV campaign. The theme: fun and the `Friday feeling'. Suppor ...