Tooheys Extra Dry: Nocturnal Migration

Simon McCrudden

By 2011 Lion Nathon’s beer brand, Tooheys Extra Dry was under threat.

Tooheys Extra Dry: Nocturnal Migration

Simon McCruddenBMF

Exec Summary

This paper is about rethinking where planning sits. Not literally, but in the advertising development process. Traditionally we see planning sitting before creative – steering it all from a big truth. And the CPAs are built on the idea that planning inspired (or was at the start of) great creative work. We even have to supply creative briefs as the proof of our endeavours. This paper talks to the value of planning sitting next to creative – sitting alongside it through the process adding contextual insights, subtlety and truth in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands