Marketing

Anheuser-Busch wanted a new campaign for Bud that would "contemporize" the brand and make it more appealing to the twenty-one to thirty-year-old segment, and so in late summer 199…

This is a confusing world. Customers talk about having a global outlook. There is a strong sense of being localised in tastes and, along with it, asserting a need to be personalis…

Nick Gill remembers the conceptualization and production of the iconic advertising film. The Axe Effect was a long-running and successful BBH campaign. A classic example of BBH…

Up until 2011, Volvo Trucks' launch marketing followed a more conventional strategy—public relations, social media, YouTube videos, and printed promotional materials were all meth…

As a young man gets ready in the restroom, the 60-second advertisement begins. When he uses the spray, he is instantly transformed into a chocolate man. The song Sweet Touch of Lo…

Lee Garfinkel remembers how one idea inspired a series for 3 different brands. The concept of an innocent kid watching a sexy fashion model or actress drink a Pepsi started out…

Advertising and the agencies responsible for its development have helped to build a number of well-known businesses. Fred Smith, the company's founder and CEO, has confided that "…

It was September 2017 when BBC Creative, the corporation's in-house creative firm, issued a call for 2018 World Cup-related concepts. Edward Usher and Xander Hart, two members of …

A new ad campaign for Shiseido was needed in 2015 that would appeal to young people and show that make-up can be fun. For a cosmetics firm, this wasn't a unique request, but the i…

Concerns about the environment and the economy put pressure on Europe's natural mineral water market. Tap water was the cheapest option. Evian's native market, France, was stil…

Women in China were expected to marry at the age of 25, according to custom. As a result of China's one-child policy, there were around 20 million more males than women under the …

Edeka, a German supermarket, used this heartfelt commercial in its 2015 Christmas marketing to connect with families around the world. In the part of a lonesome grandfather, Br…

To follow up on the success of 'Twist,' Levi's asked Bartle Bogle Hegarty in 2002 for a new ad campaign for Levi's Engineered Jeans. As their first major innovation away from thei…

An old gentleman searched for a book at every store he could find. When his daughter suggests looking in the Yellow Pages, he eventually finds a copy from the comfort of his recli…