Subject Index
 

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

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

The Johnnie Walker 'Keep Walking' campaign was created to catapult the Johnnie Walker brand out of the clichés of scotch category with its corresponding volume decline, and into the broader realm of c ...

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer p ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

In 1995, Direct Line decided to reposition itself from an ‘economy’ to ‘service’ insurance brand. Maintaining, its signature Red Telephone, and catchy jingle, Direct Line used an ever-evolving series ...

Scottish Citylink, Scotland’s leading provider of express coach services, set out to increase revenue during the summer months of 2002, both to help its Singapore parent company, DelGro, and to bolste ...