Agency: Fallon | Author: Laurence Green and Felicity Morgan |
JOHN BARTLE AWARD FOR BEST NEW AGENCY BEST CHANGE OF DIRECTION & GOLD AWARD
It's A Skoda. Honest.
The Profitable Return on Brave Communication
SKODA. YES, SKODA
This paper relates the turnaround of a brand so maligned that until recently the very notion of an IPA submission on its behalf would have had a marketing audience bracing themselves for the inevitable punchline.
ABSTRACT
Despite the car industry's stranglehold on the nation's airwaves (863m was spent on automotive advertising in 2001, second only to retail expenditure), there...