This campaign from Watson Phillips & Norman and MC&C used DRTV, inserts and direct response press to reposition Which? - a consumer services firm - to appeal to a younger audience.


Watson Phillips & Norman and MC&C


Brand Building


Maria Phillips – Creative Director Tod Norman – Planner Mick Eglington – Art Director Annette Thurgood – Business Director Andy Oram – Account Director Mike Colling – Managing Director Spencer Stratford – Media Director John Willacy – Media Manager Nicky Legg – Head of Broadcast Catherine Part – Senior Planner/Buyer


Some of the Which? target audience regarded the brand as old-fashioned and conservative. We demonstrated that Which? tests more than just washing machines. We raised response...

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