Agency: Bensimon-Byrne |
PayDay – “Ned Buckle” Campaign
Winner: Off to a Good Start - Silver
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): May–November 2005
Start of Communication/Advertising effort: May 23, 2005
Base period for comparison: N/A (new product launch)
Competition is at the heart of marketing, and that may be why, as marketers, we love to hate monopolies. It just seems too easy. On the surface, competition is non-existent. In reality, however, it's not that straightforward. Modern monopolies are not one-brand organizations. You can't win by stealing share from other brands. You only win if you grow the category.
The Ontario Lottery...