Subject Index
 

This Agency Profile provides key details and analysis of Lowe & Partners Worldwide, including its latest activities, market position, financial performance, Brands, structure and history, together ...

Ariel, Omo/Via's main competitor, has been restless in its efforts to achieve market dominance. Via came within two share points of its historic market leader status and was in need of a new approac ...

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's. By 1999 it had reached 7% share and was the fastes ...

Stella Artois has already featured in the Awards (1992 and 1996), covering the original 1980s campaign and the substantial upturn following the launch of the `Jacques' TV campaign in 1991 (history sum ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...

Saab's national radio creative is adapted for local markets to direct the consumer to the nearest dealer. Their domination of premium car advertising on radio, in share of voice terms, in 1999 contri ...

Century 21 has for years been the leader in the real estate industry, but research indicated that the brand needed a facelift to make it relevant to modern consumers. It needed image building advertis ...

This 1998 paper shows new ways of measuring Stella Artois's 'reassuringly expensive' campaign, as well as discussing increased effectiveness in the long term. By employing new measures to gauge the ca ...