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Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.


This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.

Research Paper

Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers.

Case Study

The task was to create an ad that would get teenage girls to start practicing safe sex. Research revealed that teens were twice as much worried about getting pregnant than catching AIDS.

Case Study

1993 poster plus direct response campaign in London to reverse decline in Evening Standard classified advertising.