Subject Index
 

This Agency Profile provides key details and analysis of Ogilvy & Mather, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

In the most sweeping and ambitious advertising effort in the company's history, Unilever PLC launched a global ad campaign in 2003 that aimed not just to sell its new line of Dove brand product ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

The originator and once undisputed leader of outdoor wilderness courses, Outward Bound USA saw enrollments plunge and its visibility dim in the early 1990s. The nonprofit corporation reacted slowly to ...

In late 1998 advertising agency Ogilvy & Mather was put in charge of the "National Youth Anti-Drug Media" campaign, charged with curbing drug use in teenagers. The original emphas ...

Motorola, Inc., began by selling radio accessories in the 1920s, but by 2000 mobile phones were Motorola's highest-grossing product. Even though Motorola was the world's second-largest m ...

In 1995 Motorola, Inc., dominated the mobile-phone market with 54 percent of the global market share. Over the next few years, however, Motorola was accused of losing sight of its customers' ...

In 2002 the world's largest provider of computer products and services, International Business Machines Corp. (IBM), was relishing the comeback it had begun to experience eight years earlier. T ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

The world's largest computer company, International Business Machines Corporation (IBM), was one of the first large computer companies to sell its mainframe servers with an operating syste ...

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an ou ...

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and ...

Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998. When an ad campaign was first aired, demand outstripped supply and Hershey had t ...

New York advertising agency Ogilvy & Mather created the long running “there’s no wrong way to eat a Reese’s campaign” in 1988 for Hershey’s Peanut Butter Cups. This paper explores how the campaign bui ...

Ford Motor Company, based in Dearborn, Michigan, entered 2005 in a difficult position. The automaker had sold only 3.15 million vehicles in the previous year, a million units less than what it had sol ...

Eastman Kodak Company ran one of the largest advertising campaigns in its history to publicize the Advanced Photo System (APS), a new type of camera, film, and related products developed jointly by Ko ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In the mid-1990s the Eastman Kodak Company was not just the leading manufacturer of photographic film, paper, and chemicals; it was listed as one of the top companies in America. In both 1996 and 19 ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...

In late 2003 the Coca-Cola Company's lemon-lime soft-drink brand, Sprite, reigned as America's fifth-best-selling soft drink and the highest-grossing lemon-lime soda in America. Even t ...

Cisco Systems, Inc., the world's largest producer of Internet switches and routers, released advertising prior to 2004 that simply encouraged people to use the Internet more. As Internet use in ...

The article considers the marketing campaigns run by American Express in 1996 to broaden their market. “Do More” aimed to entice new customers, and explain to them the benefits attached to owning the ...

In 1992, American Express signed relatively unknown Jerry Seinfeld for their advertising campaign, with objective of reducing their market share deficit. Visa, who charged lower transaction fees (<2%) ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

This 2005 global campaign by Coca Cola for Sprite aimed to develop a basic TV campaign idea that could be attractive to young people anywhere around the world. The core idea was that Sprite can 'free' ...

In 2006 Kiwibank and Ogilvy advertising agency launched a new campaign. Kiwibank’s objective was to compete with other major New Zealand banks through raising awareness and changing negative custome ...