Subject Index
 

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This paper demonstrates how sound strategic insight and fascinating use of semiotics led to an advertising campaign which successfully reduced the response rate from the previous campaign. Yes, you di ...

This case study demonstrates the contribution made by some impactful and unusual advertising in the rejuvenation of Syndol, a 30-year-old brand of painkilling tablets. Pharmaceutical advertising is of ...

The case study describes how, although brand leader, Durex had obtained an old fashioned image. The campaign objectives were to reverse this perception and recruit young condom users to the brand. The ...

The overall objective of this campaign was to increase the number and quality of teacher recruits. The paper shows how a new level of strategic and creative thinking had the desired impact on a comple ...

This is a study of a fully integrated campaign to launch Scholl Flight Socks to combat the risk of developing deep vein thrombosis among long haul passengers. The objectives were to create, launch and ...

This 1998 DMA Gold ECHO winner was created by McCann-Erickson Manchester for The Christie Hospital (United Kingdom). The objective of this direct mail campaign was to raise funds for the hospital by i ...

This 1998 DMA ECHO entry was created by McCann-Erickson Manchester for Barclays Bank (United Kingdom). The objective of this direct mail campaign was to communicate a savings account message to existi ...

This 1998 DMA ECHO entry was created by McCann-Erickson Manchester for The Associates Capital Corporation (UK). The objective of this direct mail campaign was to launch and promote The Associates' new ...

This 1998 DMA ECHO entry was created by McCann-Erickson Manchester for Next, a UK-based retailer of high street fashion. The objective of this print campaign was to generate customers for Next's mail ...

This 1998 DMA ECHO entry was created by McCann-Erickson Manchester for Lego. In the UK, Lego was widely perceived by adults as 'the toy brick company,' not a dynamic entertainment and learning company ...

This 1996 DMA ECHO Leader award winning campaign was created by McCann Erickson Manchester (McCann Direct) for Next plc. Next is a major retailer with 305 outlets throughout the UK. The Next Directory ...

This 1996 DMA ECHO entry was created by McCann Erickson Manchester (McCann Direct) for J D Williams Ltd, both located in England. J D Williams is an established catalog company that sells moderately-p ...

This study describes an integrated campaign for K Shoes' Springers brand. The campaign is set against a background of a growing younger female market for sandals. The brand was significantly under-per ...

Before its relaunch. Solpadol was suffering from a weak, indistinct brand image compared with competitors. This case study shows how a campaign successfully repositioned the brand. The creative approa ...