How New York Bakery Company used the power of New York to get people buying bagels
Principal authors: Flo Sharp, NowContributing authors: Kate Waters, Now; Julia Black and Adam Bailey, Mediacom; Simon Cheshire, Howdo Research
Introduction
This is not a typical IPA Paper. The following paper will not document how a brand faced a bleak future that advertising helped it to overcome. What it will do is demonstrate the effect that advertising can have in helping a fledgling brand to grow and prosper in the face of challenges that would seem insignificant to bigger, household brands.
Even...