Giving French Connection the F factor

This 1998 paper describes the repositioning and rebranding of French Connection UK (fcuk) in four sections: the market and brand context; disrupting the conventions of fashion advertising to create a new role for advertising; the creative brief, creative work, and media plan; and the contribution of advertising to French Connection.
Agency: TBWA GGT Simons PalmerAuthors: Marta Brvicevic and Gareth Kay

Giving French Connection the F factor

As an attention grabber and talking point, French Connection's fcuk campaign has been a huge success. It has changed the image of the high street chain from being respectable and middle of the road to being a little bit dangerous, more cutting edge and much more youthful. Never before has French Connection looked quite so at home in ...

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