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Award-winning case study
1.
Lincoln - dreams
ARF Ogilvy Awards, Automotive, Gold, Team Y&R and Wunderman, 2008
A campaign (2006-7) for Lincoln luxury cars. Campaign objectives: improve opinion and consideration of brand, reverse decline and grow share, attract new buyers. Strategy: revitalise emotional connect

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Paper
2.
China's big problem: growing old before growing rich
Aruna Natarajan, Market Leader, Issue 34, Autumn 2006, pp.21-25
This paper discusses the emerging demographic problems in China, and the effect they will have on marketing. Most rich countries have got rich before they got older, but the opposite is true in China. ...

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Case Study
3.
Weight Watchers
Andrew Stracey, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988
The Quick Start programme was designed by Weight Watchers to widen the market and appeal to younger women. The need was to address inertia and incentivise response by telephone and/or a visit to a cla ...

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