|Agency: GJP Advertising|
Vex – More Cooler. Less Money
Bronze: Sustained Success
Business Results Period (Consecutive Months): March 2005 (F'06)–February 2007 (F'07)Start of Advertising/Communication Effort: May 2005 (F'06)Base Period for Comparison: March 2004–February 2005 (F'05)
This is a story of how an edgy and irreverent brand set its sights on becoming a top three category contender, displacing a long-standing leader. It did so without the benefit of a large advertising budget or the flexibility to sacrifice short-term margins for speculative long-term gains. The case covers a two-year period from March '05 (the beginning of...