Yuki Molteni and Jane Dorsett, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case describes a change-of-image campaign for TENA, a global supplier of bladder weakness products, and how it revived a declining range of products and recruited a previously inaccessible audience.
Kate Cox, John Crowther, Tracy Hubbard and Denise Turner, IPA dataMINE, New Models of Marketing Effectiveness - From Integration to Orchestration, 2011
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.
CINCINNATI: Procter & Gamble, the FMCG giant, is aiming to provide "leadership levels of marketing support" for its brands, as it seeks to drive growth both during and after the downturn, according to its chief financial officer, Jon Moeller.
John Philip Jones, Institute of Practitioners in Advertising, from Advertising Works 15, 2007
This article offers advice on writing case studies involving multi-national campaigns. Three specific hints are given and explained: 1) be explicit about the objective of the campaign; 2) all case studies need empirical substantiation and 3) rewrite, more than once.
European Association of Communications Agencies, Bronze winner, 2005
This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad markets.
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