Subject Index
 

This Agency Profile provides key details and analysis of M&C Saatchi, including its latest activities, market position, financial performance, Brands, structure and history, together with onward l ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

Travel to London began to face a significant challenge as consumers became more savvy, using online aggregators to hunt cheap international air fares. Because British Airways occupied a premium niche ...

This Transport for London campaign aimed to alert teenagers to the danger of road accidents. Teenagers are over-confident and do not respond to instructions, and they are therefore the most vulnerable ...

This campaign for the Inland Revenue aimed to inform parents of new-born children about the Child Trust Fund (CTF). This gives £250 to each baby, in a tax-free account which the child can access when ...

This paper describes a campaign for Transport for London (TfL) to persuade car drivers to make more journeys by bus. The key insights were to show that buses were more convenient for local journeys, a ...

This case study tells the story of how BA faced up to new competition using communications to drive through a fundamentally restructured business model. BA was facing huge threats from low-cost airlin ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

Global television campaign for British Airways Club World, directed primarily at frequent business travellers (but also considering all other stakeholders and potential customers) and focusing on thei ...

Campaign for London Street Management (a division of Transport for London), aimed at cutting street accidents. Investigation (described) revealed that a major, but unrecognised, type of accident, pecu ...

Three-year campaign (TV and Internet) to improve police recruitment from 2000. This is the first national campaign for the police, with aim of helping to recruit 9,000 officers. The campaign adopted a ...

Email, chat lines, newsgroups, and forums are the new ways by which people increasingly interact. In this paper a methodology is presented to extract and measure the intangible elements of a relations ...

Home Office/COI campaign for police recruitment – the `I couldn’t’ campaign. Emphasised the level of commitment needed. Advertising’s role: to make 999 people out of 1,000 realise that they couldn’t d ...

Most marketers face the challenge of making 'me-too' products seem revolutionary. British Airways faced the exact opposite - making its revolutionary new product seem more than just 'me-too'. In an ...

Relaunch campaign for Vodafone in the Australian market, 1997-2000. Vodafone's primary objectives were to increase brand awareness and customer numbers fast. Problems: Vodafone was being massively out ...

Campaign in 2000 on behalf of the Australian Associated Brewers Incorporated to raise public awareness and protest against a government plan to levy a large beer excise tax increase at the same time a ...

Whiskas needed to revitalise its brand across 14 European markets. The campaign has led to a turnaround of 5% points in business performance in sales for Europe.

Campaign in 1999 by M & C Saatchi for British Airways (which had had one of worst years in 1998). Objective: stop downward spiral and support brand. Based new campaign on `every year BA flies more peo ...

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% ...

Campaign in 1999 by M & C Saatchi for Pedigree Whiskas cat food. Brand had been making steady progress, but was now faced with a price war. New idea (make an ad that cats would enjoy) described. How r ...

Objectives To increase Vodafone's subscriptions and market share by appealing to a wide target audience, from low-use residential to large corporate consumers. Results In just twelve months, subscrib ...

How advertising helped British Airways to find a new solution to the problem of passenger shortfall. New approach exploded a number of accepted beliefs: that using consolidators is the best way to off ...