Subject Index
 

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...

Réno-Dépôt was the leader of the home improvement market in Quebec, but faced threatening - and potentially fatal - competition from Home Depot, the global market leader. This case illustrates how sim ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

1996-2000 advertising for B&Q. Objectives: to increase spend per consumer and attract customers from other DIY stores at a time when the market had matured. Launch of B&Q Warehouse stores offering bet ...

Campaign in 1999 for Wickes plc DIY retailers. Objectives: build loyalty, create emotional links between customer and brand, include tactical retail messages, increase proportion bought at Wickes. Med ...

This paper describes the thinking behind a campaign that gives Homebase a clear positioning in the DIY market, setting it apart from B&Q and providing a central idea for all communication, from POS to ...

This 1996 DMA ECHO entry was created by J Walter Thompson Direct for Sprint Communications. The Sprint Collegiate FONCARD is a tailored, easy-to-get and easy-to-use long-distance calling card program ...

Great DIY advertising is a contradiction in terms for most people. The sector's advertising has practically become the material of stand-up comedians - effective at generating immediate store traffic ...