Britannia - Keeping Britannia great: a small share of voice needs a big idea
Alan Read and Polly Evelegh
This silver-winning paper demonstrates that it’s what you do with what you’ve got that matters. With just 0.32% advertising share of voice, Britannia Building Society met ambitious marketing objectives,
following the launch of a new campaign.
| Agency: Walsh Trott Chick Smith | Authors: Alan Read and Polly Evelegh |
SILVER
AWARD
Keeping
Britannia Great
A
Small Share of Voice
needs a Big Idea
INTRODUCTION
Vast
sums of money are spent
promoting financial
services, a sector which
is fragmented, complex
and...
