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Opinion

Why and how does a little agency in New Zealand consistently stay top of the world’s Creative and Effectiveness charts? Nick Worthington, the long serving Creative Chairman of Colenso BBDO, attempts to explain.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Pedigree Petfoods, the international pet food brand, used an app to encourage Indian consumers to switch to branded pet food from home cooked food for their animals.

Case Study

Pedigree, the pet food brand, created awareness of pet obesity in India by creating an educational interactive digital video.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.

Case Study

This case study explains how Pedigree, the pet food brand, used a mobile app to help dog owners in New Zealand find their lost pets - and increased market share.

Case Study

This case demonstrates how premium American pet food brand CANIDAE created a buzz around the company's launch at Crufts 2015 with the help of the World's First Dog Selfie Mirror.

Case Study

This case study describes how pet food brand Pedigree promoted itself in the New Zealand market with a campaign that targeted not only pet owners but their dogs.

Case Study

This case study describes how pet food brand Pedigree created a new way to connect with dog lovers in Brazil with a screensaver that showcased dogs that needed rehoming.

Case Study

This case study describes how pet food brand Pedigree created a stool sample test as a new way of connecting with dog owners in Brazil.

Case Study

This case study describes how international dog food brand Pedigree used Tinder to both promote its brand and increase dog adoption numbers amongst Brazilian males.

Case Study

This case study describes how pet food brand Pedigree created dedicated Pedigree Dog Parks for dogs and dog owners, in order to make the Pedigree brand an icon of love for dogs in Brazil.

Case Study

This case study explains how Pedigree, the dog food brand, used partnerships with dog's rescue charities to build brand recommendation and reputation, and increase sales in the UK.

Case Study

This case study describes how Pedigree, the pet food brand, used radio spots and social-media quizzes to engage and educate Malaysians about canine dental hygiene, promoting its DentaStix product in the process.

Case Study

This case study explains how Pedigree, the pet food brand, used storytelling to build its brand in the UK.

Case Study

Pedigree Adoption Drive is an annual initiative by Pedigree, the Mars-owned petfood brand, to help promote the plight of homeless dogs in New Zealand.

Case Study

This case study outlines how MARS Petcare embarked on the biggest PEDIGREE Adoption Drive in Australia's history, to combat the view that shelter dogs can be unfit as domestic pets and people find visiting shelter homes an unpleasant experience.

Case Study

The Pedigree Adoption Drive has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to generate donations for dog shelters.

Article

The chief operating officer of DDB London discusses his most influential books: The Art of Fly Fishing by Lieutenant-Colonel W Keith Rollo; Fear and Loathing in Las Vegas: A Savage Journey to the Heart of the American Dream by Hunter S Thompson; The Real Mad Men by Andrew Cracknell; The Catcher in the Rye, by JD Salinger; Anna Karenina by Leo Tolstoy and The King James Bible.

Article

This paper provides an overview of the pet products and services industry, primarily in the United States.

Case Study

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Case Study

This campaign, from Starcom and PEDIGREE, aimed to reduce the number of dogs being euthanized. The insight, revealed by talking to shelter workers, was that people typically think that shelter dogs are 'damaged goods', but that personal lifestories have the power to overcome negative perceptions.

Case Study

Pedigree set out to prove to the world that it was more than just a dog food company; it needed to prove it was a dog loving company.

Case Study

Pedigree is part of global food manufacturer Mars. In the UK, it wanted to demonstrate that love of dogs is at the heart of the brand by backing up its beliefs with action.