Agency: WCRS | Author: Charles Vallance |
Orange: How two years of advertising created twelve years of value
INTRODUCTION
This paper necessarily deals with advertising's contribution to Orange's success over its first two years (April 1994-March 1996). Using a range of data, it will demonstrate how advertising achieved a performance far in excess of payback.
This paper also seeks to view Orange's advertising in a broader context, demonstrating how the campaign helped create long-term brand value and secure the destiny of a brand which, at launch, few people thought would survive.
Uniquely among IPA case studies, we...