One2Many: How advertising affected a brand's stakeholders

Nick Barham

1993 launch of Mercury One2One mobile phone adversely affected by more effective entry of Orange and by relatively poor quality of offer.
Agency: Bartle Bogle HegartyAuthor: Nick Barham

One2Many: How advertising affected a brand's stakeholders

BACKGROUND

Introduction

This paper is not just about how advertising sold more product.

This is about a total transformation.

It's about a company under threat, and a reversal of fortune.

This paper will show how advertising can be the driving force behind such a reversal. It will encourage a reappraisal of the perceived audience for any advertising by showing how its influence can impact on all of a company's stakeholders.

And, of course, it will talk about sales as well.

In one...

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