Subject Index
 

This Agency Profile provides key details and analysis of McCann-Erickson Worldgroup, including its latest activities, market position, financial performance, Brands, structure and history, together wi ...

This paper describes Wendy’s attempt at an image update in 2005 following the loss of their founder who had become synonymous with the brand. The ‘Do What Tastes Right’ campaign was designed to speak ...

Sanford, L.P., a fixture among ink companies since the mid-nineteenth century, introduced the Sharpie permanent marker in 1964. In subsequent decades the Fine Point black Sharpie became the world� ...

In reply to competition from Visa and American Express, MasterCard and McCann-Erickson advertising agency created the “Priceless” campaign in October 1997. Targeting the “baby-boom” and 20-30 generati ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

Despite an ever growing market Petits Filous, the brand owned by Yoplait Dairy Crest, was suffering in sales compared with competitors such as Munch Bunch. Playing on the tradition of the brand, Petit ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

This paper describes how Bendicks adopted a powerful ‘masterbrand’ strategy, executed through advertising, which turned around the fortunes of its core business and prepared a platform for growth and ...

In 1999-2003, Wall's adopted a new business model which involved launching four new premium price varieties, but decline had set in by end 2003. It was decided that brand consistency was required, in ...

Microsoft, with zero console gaming heritage or credibility, had no right to succeed in a category dominated by the all - powerful brands of Sony Playstation and Nintendo. Despite being late to market ...

Using academic and their own research, Joseph Plummer and Eric Einhorn, McCann Worldwide, argue that we are now living in a demand driven economy, and that marketing companies must rise to the new cha ...

Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for br ...

This DMA ECHO entry was created by McCann-Erickson Worldwide for Cathay Pacific Airways. A direct mail campaign was developed in order to promote First Class and Business Class travel on Cathay Pacifi ...