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Article •
This Company Profile from Euromonitor provides key details and analysis of Associated British Foods, the owner of brands such as Kingsmill, Ovaltine and Mazola.
Article •
This article describes a step-by-step process for brand owners to ensure their core business is kept refreshed and reinvented.
Case Study •
The UK target consumer of Ryvita Crispbread, a longstanding savoury biscuit brand, had moved on and the low-calorie positioning that had grown the brand was no longer delivering.
Article •
Successful brands are focusing on becoming brands that are determined to improve people's lives on a daily basis.
Research Paper •
This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.
Case Study •
In 2009 Walkers was losing share in the single pack segment of the UK crisps market. The brand identified an opportunity to turn this around by prompting the consumption of Walkers with sandwiches at lunch.
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.
Case Study •
This campaign was based around a creative idea: prove Walkers, a UK snack brand, can make any Sandwich more exciting - even the town of Sandwich, Kent.
Article •
The digital arena provides a direct route to consumers and is popular because responses can be easily measured.
Research Paper •
This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.
Article •
The article reviews successful campaigns which targeted women, to see whether they conform to womens’ objections to stereotyping.
Article •
At the beginning of 2008, Landor look to the future and tried to anticipate how trends and consumer mindsets might evolve.
Article •
WARC Online's media editor, Laura James, provides an analysis of the creative strategies behind the 2008 IPA Effectiveness Awards winners, and identifies four key themes that have emerged as drivers of success.
Article •
This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand.
Case Study •
This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels.
Case Study •
Through problems in perception, Ryvita, the crisp-bread company found itself launching Ryvita Minis in 2003 to reinvent their image.
Article •
The food market is changing. Major retailers are increasingly powerful and own brands more important; health and nutrition are important; but family mealtimes are breaking down and cooking habits are changing.
Case Study •
Television campaign, 1999-2000, to revitalise and reposition Arnott's Vita-Wheat crispbread, following two years of declining sales.
Case Study •
Campaign in 1998-1999 by Publicis for Ryvita. Objective: revitalise and update brand, make it enjoyable rather than just a slimming aid.
Case Study •
O&M was invited to pitch for Ryvita late in 1995. An exceptionally tight timescale, meagre research information, a budget that could best be described as modest, a new product variant (Multi-Grain) needing launching, and a brief specifying a substantial sales uplift as the advertising objective presented obvious problems.
Article •
A discussion of small advertising budgets, and how to deploy them. The article starts with an attempt to define the different things that `small' may mean in different contexts: e.g.
Case Study •
This paper sets out to demonstrate how planning helped steer a product used primarily for weight loss away from the clichés and pitfalls associated with promoting a product on a diet platform.
Article •
The information surge of the last thirty years has resulted in a fracturing of the traditional structure of authority, and this has major implications for consumption patterns and the marketing communications that service them.
Case Study •
The launch by ABF of a `white' bread with the bran qualities normally associated with brown bread, Spring 1980.