Europe

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Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.

Hornbach: Man Cave

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

SPAR INTERSPAR: Štartaj Slovenija

Case Study • Mitja Tuškej, Žana Močnik and Sara Mekinc, WARC Prize for Innovation, Silver, 2017

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Samsonite: Film - 'Pierre' and 'Steve' (Slovakia)

Gunn Report • Gunn Creative, 2015

Contains the film creative 'Pierre' and 'Steve' for Samsonite by the agency Jandl in Slovakia.

Argeta: Approved by mums

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2014

This case describes how Argeta, a food manufacturer of paté, used a jury of mothers to improve trustworthiness and reposition the brand as more high-end in Bosnia & Herzegovina, Croatia, Serbia and Slovenia.

Directorate-General Health & Consumers (DG SANCO): Ex-smokers are Unstoppable

Case Study • European Association of Communications Agencies, Gold, Best innovative use of print Award, Euro Effies, 2012

Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco.

Parodontax: Difference

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2012

Paradontax, the GlaxoSmithKline-owned dental gum care brand, wanted to increase its share of the growing market for its product in Bulgaria, Croatia, Germany, Italy, Romania, Russia and Slovenia.

Lenor Parfumelle - 'Dresses in luxury'

Case Study • European Association of Communications Agencies, Entrant, Euro Effies, 2010

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

Droga Kolinska : Argeta Junior

Case Study • European Association of Communications Agencies, Bronze winner, Euro Effies, 2010

This campaign promoted Argeta Junior, a new sub-brand of Argeta, a pâté popular in the Adriatic region.

Stop violence against women - Ministry of the Interior of the Republic of Slovenia

Case Study • EACA Care Awards, 2010

This campaign aimed to prevent violence against women in Slovenia by encouraging people to report any incidents of it.

Parodontax – In your sink

Case Study • European Association of Communications Agencies, Silver winner, Euro Effies, 2009

Amongst oral care brands in Europe, the gum care segment was underdeveloped, accounting for only 7%. However, 48% of adults claim to suffer from bleeding gums, but the general perception is that this is not a problem.

Generali - Under the Wings of the Lion

Case Study • European Association of Communications Agencies, Bronze winner, 2006

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE).

Sensodyne - Recommended by Dentists

Case Study • European Association of Communications Agencies, Gold winner, 2006

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Discreet Tanga - Boy

Case Study • European Association of Communications Agencies, Gold winner, 2006

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European marketplace.

Opel Meriva: 100% Meriva - 100% Flexible

Case Study • European Association of Communications Agencies, Finalist, 2004

The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand.

NLB Bank Mastercard: Film - 'Naughty Dog' (Slovenia)

Gunn Report • Gunn Creative, 2002

Contains the film creative 'Naughty Dog' for NLB Bank Mastercard by the agency Futura DDB in Slovenia.

Web Surveys. Revolutionising the Survey Industry or (Only) Enriching its Spectrum?

Research Paper • Vasja Vehovar and Zenel Batagelj, ESOMAR, Internet Conference, London, February 1999

Self-selected surveys on the Web are extremely cost-attractive, however, they lack a valid statistical inference.

Establishing marketing relationships in the advertising agency business: A transitional economy case

Research Paper • Zlatko Jancic and Vesna Zabkar, Journal of Advertising Research, Vol. 38, No. 6, November/December 1998

This study considers how a partnership develops into a long-term relationship. Specifically it centres on the changes that occurred in the market of advertising agency services in Slovenia during the process of the transition into a market economy.

Sampling - The key element of inquiry

Research Paper • Vida Srot, ESOMAR, Radio Research Symposium, July 1995

The Research Department of Radio Slovenia has, after twenty years of continuous research into radio listening, stated that the daily amount of radio listening has drastically dropped over the past year.

Adapting to the Changing Environment - A Case Study in Slovenia

Research Paper • Stan Saksida and Carla Millar, ESOMAR, Towards a market economy, April 1995

The transition to a post-socialist market economy challenges established organisations in Central and East Europe to adapt.

Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.
5 rules for creating memorable ads

Article • Daren Poole, Admap Magazine, October 2017, pp. 14-16

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.