Warc index
 

A 4% increase over nine years may not seem like the basis of an award winning 'Sustained Success EFFIE entry. But when talking about the difference between 91% and over 95% of the total 18+ population

This is the story of a mouse that wrestled marketing control from Australia back into New Zealand hands. The challenge was to grow to be the number one cracker - but with only enough marketing investm

Thanks to a perfect storm of events, NZ entered winter 2008 with hydro lake levels heading towards the emergency zone. Blackouts could be on the agenda, unless the power industry could lower demand an

Accenture wanted to take ownership of the management consulting, technology services and outsourcing market, where consideration scores are all important. It aimed to target the 'change drivers' in th ...

Accenture is a global business consulting, technical services and outsourcing company which competes with bigger players like IBM and McKinsey. In 2004, the primary objective was to stand out against

The Bank of New Zealand was losing market share to its competitors each year despite having one of the largest advertising spends in the industry. Research showed that its campaigns lacked emotion and ...

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

In the late 1990s and early 2000s the National Football League (NFL) began to visualize itself as an entertainment megabrand along the lines of Viacom and Disney, with an imperative to compete not jus ...

The National Association for Stock Car Auto Racing (NASCAR) saw its popularity dramatically increase between the 1970s and the 1990s. Long considered a sport followed chiefly by blue-collar males in t ...

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters an ...

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years o ...

In 2000 the largest tax-preparation company in the Unites States, H&R Block, Inc., was venturing beyond the niche industry in which it had excelled for 45 years. After a series of acquisitions ...

After an upturn in its fortunes in the highly competitive soft-drink industry, in 1997 Dr Pepper/Seven Up Inc., a subsidiary of Cadbury Schweppes, reigned as the leading noncola soft-drink business in ...

In 1982 the U.S. government mandated the breakup of the vast network of the American Telephone and Telegraph Company (AT&T) into smaller regional companies, the so-called Baby Bells. The region ...

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

By driving awareness and challenging negative category taste perceptions, the 'Tailgating' campaign led to Campbell's Chunky Chili surpassing launch year objectives by a significant margin. Chunky Chi ...

With the consulting category experiencing slowed growth due to the economic climate, the name of the game in this business has been to steal share from competitors. With many companies offering simila ...

The task facing this campaign was to persuade people to switch from their own brand. The objectives were to increase recall of the brand’s phone number, improve usage and increase the collect calling ...

Any campaign that exceeds its already ambitious objectives and can convince 94.1% of New Zealanders to enrol to vote for a General Election in which the polls indicated the result was a foregone concl ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

American campaign to revitalise Lincoln cars. By 1997 the brand was losing share to newer, luxury models, with Lincoln owners defecting at a higher rate than new owners coming in. Research (Goldfarb A ...

As the industry becomes more uniform and competition more aggressive, the challenge lies in differentiating Swissair from its competitors and creating a sustainable advantage. The campaign was (and ...

This case looks at the retirement fund market - a market with more than 100 mutual funds companies and banks competing for the consumer's retirement dollar - and a consumer who would rather avoid the ...

How brand advertising for Colgate, 1995-7, helped Colgate to its highest-ever share of the UK toothpaste market. Brand was vulnerable to own-label. Objective: to position Colgate more strongly as havi ...

1995-6 launch campaign for Ford Galaxy into the MPV (People Movers) sector. Objectives: brand leadership in 1 year, volume target to beat Espace sales in 1994, build brand values, appeal to up-market ...

The market was as 'dull as dishwater' - the increasing penetration of dishwashers, the mature nature of the category and a general lack of innovation combined to ensure that consumers showed very litt ...