Subject Index
 

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

In 2004, adidas launched a new brand voice to capture the hearts and minds of sport lovers. The brand saw significant gains in key measures and massive increases in website traffic. The campaign tappe ...

As a brand that stands primarily for natural beauty, NIVEA faced a challenge to penetrate the artificial beauty oriented self-tan market whose leader, L'Oreal, had been successfully settled in this ma ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

It is hard to take on the category leader. It’s even harder when you own the leader and don’t want to cannibalize it. This was the situation for British Columbia Lottery Corporation. Lotto 6/49 was de ...

This IPA Award winning paper details the contribution of advertising to John Smith’s success in the declining UK beer market between 1998 and 2002. Research suggested that younger drinkers were cynic ...

Rebranding campaign for Holsten Pils lager, targeting male drinkers. Media used: TV, packs, ambient media. High awareness and image improvement achieved. Bronze and special award winner, APG Awards 20 ...

This paper describes the planning for the Sony Playstation's wider branding campaign, 2 years after its launch in 1995 at a time when the market was set to grow beyond the niche gaming fraternity. Th ...

Campaign by TBWA for the Tate Gallery, in advance of the Bankside opening in 2000. Objective: to build visitor numbers across all the Tate galleries. Target is `Cuspers': the wider group who are not v ...

Campaign to improve the public appreciation of Anglian Water, in anticipation of competition. Key attitudes, to be measured by tracking (Millward Brown, questionnaire in appendix), were that AW: are p ...

Silver prize. The relaunch of Wonderbra after it had moved to Playtex, 1994. Previous history of the brand and its fight with its main rival, Ultrabra, briefly summarised. Several problems facing the ...

Launch of a radically new small car design, 1992. Press (national), posters and TV were all used. Considerations leading to the strategy are discussed: an entirely new personality for Nissan, which wo ...

Launch of Andrex brand into the kitchen roll market: difficult because it had become a commodity market with very high own-label penetration. Research showed that consumers needed a product-based reas ...

Two campaigns 1986-88 to educate the public on the dangers of AIDS: the general multi-media campaign `Don't Die of Ignorance', 1986-7, followed by a much more tightly targeted campaign focused on intr ...

1987 campaign for LEGO. Opportunity seen to make advertising work harder, by getting children to buy small LEGO packs not just at Christmas, and without damaging existing sales. Key was to realise tha ...

Describes a campaign over two and a half years, showing how it has proved effective against the total marketing objectives of the Alliance Building Society, and has been adaptable to the changing requ ...