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Case Study

This case study describes how CIBC, a bank in Canada, created a targeted creative campaign to launch its Aerogold Visa Infinite Privilege Card – a super-premium travel reward card for high net-worth clients.

Research Paper

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.

Article

The luxury market is expanding rapidly in india on the back of economic deregulation, fast GDP growth, wealth (re)generation, increasing per capita consumption, and a growing young working population.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Article

This paper from JWT focuses on how the global recession has affected consumer attitudes toward luxury.

Research Paper

This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects.

Article

In this edition of 'Best Practice', Roderick White looks at one of the fastest growing forms of marketing activity - sponsorship.

Case Study

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster.

Article

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

Research Paper

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes.

Case Study

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious.

Research Paper

Direct consumer contact programmes – in which people from all levels of the organisation aim to meet the ‘real people’, who use their products and services – are all the rage.

Article

This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules.

Case Study

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel.

Case Study

This 1998 paper shows how an ad campaign not only helped to launch a liquid handwash but transformed a commoditised category and created an entirely premium added value category.

Case Study

This paper demonstrates how an advertising campaign helped to launch a new liquid hand wash and create a new premium liquid soap category.

Article

Competition between retailers and manufacturers has become acute: retailers' private labels are making inroads into manufacturer's market shares, and the focus is increasingly on price.

Research Paper

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former.

Case Study

In 1994 we applied our 1993 learning to maximise brand growth market by market. National sales resulted in an increase of 18% over 1993.

Case Study

Relaunching Soft and Gentle deodorant to a young target audience became necessary in 1984, owing to a lack in efficacy and its unexciting image.

Research Paper

What do people do with advertising? This paper explores the implications of answering this question rather than the more traditional question: 'what does advertising do to people?'...

Article

Looks at the changes during the 1970s in the balance between advertisers and in the roles for advertising.

Article

Part of a historical series of JWT London papers published by WARC, this pamphlet – first published in 1976 - focuses on UK consumer frustration and responses to difficult economic times.It includes contributions from Stephen King, Roderick White, Judie Lannon and Michael Barnes.