Subject Index
 

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

Xbox, a video-game unit of the Microsoft Corp., was introduced in 2001, and within two years it had established its brand as a high-end video-game manufacturer. After passing Nintendo Company, Ltd., i ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Cellco Partnership, which operated under the name Verizon Wireless, was the largest mobile-phone service provider in America during 2002. Rated best by consumers in customer satisfaction, Verizon was ...

The Boston Beer Company’s Samuel Adams brand was one of America’s first specialty beers but was suffering increased competition from mass market brewers who had introduced their own “craft brews.” In ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

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 ...

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand. The pan-European launch was firmly based on new Opel brand valu ...

The Latin Quarter Campaign has created dramatic sales growth across markets for Bacardi Carta Blanca rum by repositioning the brand away from its old fashioned 'beach holiday image', reinventing it as ...

Contact lenses have a problem in that they are prisoners of consumer apathy. People are highly involved in their eyes, yet they care very little about contact lenses. So, despite 50% of the population ...

The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options. Via the Priceless campaign, ...

Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magn ...

“In the time it takes me to say this, you could win a limited edition WRX. Visit coke.co.nz for details.” The 2004 Coke XLR8 Promotion set a new standard in the implementation of a text marketing camp ...

The problem facing this brand is described as finding a way to grow incrementally when it already held 74% of the category in a market that had been flat for several years. The paper explains that co ...

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 campaign was mounted in the aftermath of 9/11 when tourism to Ireland fell, especially from the US. It was aimed at upscale travellers from Great Britain, Germany and France. The creative strateg ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

Recognizing the potential for the pensions market to double in size following the Welfare Reform and Pensions Act in 1999, Norwich Union took a strategic decision to attempt to become market leaders. ...

Campaign (2000-1) to revitalise a 50-year-old brand in the stagnant laxative category. Research showed that many more people treat constipation with diet than laxative, and that most sufferers are fem ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

The advertising objectives were to build brand awareness and deliver improvements among potential and existing users.

The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

Zovirax is one of the most successful OTC launches of the 1990's. However, by late 1998, both brand and the market had stopped growing.

In 1997 MasterCard decided that the quality of its work was inconsistent and that its message was fragmented. It wanted to develop a long term positioning to connect with consumers around the world. T ...

In 1997 Magnet the fitted kitchen company, were faced with a gloomy prospect - the glut of windfall money was drying up; the 'Changing Room' phenomenon was kicking in, and its competitors were squeezi ...

The penalty points campaign set out to make drivers aware of the introduction of Penalty Points to Northern Ireland. To make this informational message more relevant and interesting, a deeper message ...

The primary strategic task was to re-launch the Viennetta brand to a new generation of food shoppers, updating the communication of the brand values in such a way as to revive the brand's specialness ...