Subject Index
 

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

Although it reached 88 million households in 2003, the daily average viewership of the cable Turner Broadcasting System (TBS) Superstation had dropped to 979,000, down 6 percent over the previous ye ...

Almost 50% of the 3 million people made homeless from the earthquake of October 2005 were children who slept outside in winter temperatures of minus 20°C. By November insufficient donations had been r ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

Stouffer’s volume brand, Red Box, was under pressure from low price entrants such as Control Label — and it would be a challenge to gain profitable market share. As a result, Stouffer’s launched Bistr ...

This is the story of a collaboration between a national financial institution looking to focus a portion of its charitable contributions, and a charity needing the resources of a national network to c ...

Having been deposed by Corona as the leading import beer in the US, Heineken had a real fight to generate sales, particularly in the drink-at-home market in key cities - Miami, Los Angeles and New Yor ...

In fall of 2003, the Washington Lottery was set to re-launch its much- loved Lotto game...but with a twist. Average jackpots would be one sixth the size of what players had become accustomed to. The f ...

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002. Tracking research, econometric modelling, blind and branded tests and ...

Throughout the mid-late 1990s, the Army did not have as many trained men and women as it needed to do its job properly. This paper tells the story of how in one of the most daunting recruiting enviro ...

This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour. The achievement ...

New TV children's campaign for KP's Skips brand, which had been declining. Although children had liked the stories in the earlier advertising and recalled them well, the characters appeared too `nice' ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...

The Post Office has 17,500 branches, more than all bank and building society branches in this country put together. They face the challenge of maintaining their network while losing their biggest cust ...

The article discusses the launch of the euro currency, which is described as an awesome logistical project, from a marketing communications point of view. The remit from the European Central Bank was ...

1999 revitalising campaign for McVities Jaffa cakes, a market which had become promotion-dominated. Advertising task was to 'renew the dialogue' with consumers after a 7-year advertising gap, increase ...

Maurice Levy's buying spree is not over. The chief executive of Publicis Groupe, who in the last couple of years have bought heavyweight creative agencies says Publicis will certainly acquire agencie ...

Campaign in 1998-1999 by Publicis for Ryvita. Objective: revitalise and update brand, make it enjoyable rather than just a slimming aid. Medium: TV (with Ulrika Johnson). Sales reversed decline.

Campaign in 1998-1999 by Publicis for Jaffa cakes (McVities). Objective: reinforce brand equity to wider target market (adults as well as children). Medium: TV.

This 1998 paper shows how model advertising for the (two-three-year-old) Clio in 1991-93 helped regenerate the (100-year-old) Renault marque. This is a remarkable reversal of the standard marque-model ...

This 1998 paper show how advertising helped to generate brand growth and create a platform for longer-term brand development for a small niche brand, the French soft cheese Boursin, which was first ma ...

This 1998 case study of McVitie's Penguin shows that in 1995 a new strategy and campaign backed by an increased spend proved to be more effective in revitalising the product than earlier advertising. ...

In October 1996 spontaneous awareness of the Royal Society for the Protection of Birds had fallen to an all-time low of just 7%, and the society decided to undertake its first ever above-the-line imag ...

1996: Halfords is the dominant single player in a number of the areas, such as bikes, car parts, car accessories and garage servicing. Halfords actual overall authority in the two/four wheel transport ...

Marketing its new product Boursin Naturel challenged van den Berghs Food. Boursin was essentially perceived as a strong, soft, garlic and herb cheese with a distinctive creamy yet crumbly texture. Th ...

MasterCard is not a credit card at all, it’s an electronic payment system that guarantees your affiliated branded credit card will be accepted around the world. However, consumers were more aware of r ...

Continues the story of the Renault Clio (the 1991 launch campaign was featured in no. 4458). This paper shows how Clio has built and maintained a position as the clear image leader in its sector, long ...

This paper describes how an unusual approach to briefing and creative development helped inspire a new long-term campaign idea and some very impactful executions for the snack brand, Hula Hoops. These ...

BTEC stands for the Business and Technology Education Council, a registered charity which develops and awards qualifications in work-related education. Its advertising campaign in January 1995 did not ...

This paper describes the planning process in the development of a launch campaign for the Renault Laguna. The message centred around the specific idea of 'design' in its true sense, which needed to be ...