Agency: BMP DDB | Authors: Laurence Parkes and Les Binet |
SILVER AWARD
Please Don't Spread It Thinly
Marmite - Hate/Mate
INTRODUCTION
Nowadays, communication needs to work harder to break through the increasing advertising noise. It is commonly believed that getting a foothold in the public's attention requires a presence across a greater number of communication channels.
This paper, however, will show how quite the opposite can be true. We show how a brave and focused new strategy, concentrating firepower (both creatively and in media terms), elevated an already strong brand to new heights.
The two linchpins of the strategy...