Marketing

Mac sales had declined in the mid-2000s, so Apple wanted to offer customers a softer, human side of the Mac. Furthermore, a new Intel-based Mac was about to be released, which …

In 2003, McDonald's had suffered six earnings disappointments in a row. Because the company needed a million-dollar idea, it asked 14 advertising agencies to pitch a new campaign.…

Stella Artois was a Belgian lager that had been around since 1336. It was initially a limited edition beer for the Christmas season, but due to its popularity, it was brought back…

In 1970 Philip Morris had bought Miller. And they intended to bring their muscle into the beer business Coming off a miserable entrance into the low-calorie beer field, the Mil…

Procter & Gamble intended to use a Super Bowl commercial to promote Old Spice Red Zone After Hour's body cleanser in 2010. P&G tasked Wieden + Kennedy with creating an …

This was the first freelance campaign that I ever worked on. My school friend, Sanjoy Chatterjee, had just returned from Parson’s School of Design, New York, where he had studied …

In the United Kingdom, authorities had banned Young & Rubicam's 1980s sexual innuendo-laden ad campaign for Smirnoff, it was time to move on to something else. Frank Lowe o…

The original campaign, directed by Bryan Buckley and Frank Todaro of Radical Media and led by ESPN director of advertising Allan Broce, debuted in 1995. It was created by the then…

What has hair colour to do with women's liberation? Lots, if you realize how L'Oreal's famous slogan was created. It came from an unexpected source: female frustration. The ide…

In the 1930s, Harland Sanders, the founder of KFC, maintained a service station in Corbin, Kentucky, serving hungry travellers. In 1935, his cooking had become well-known, and Gov…

Audi was to launch their first brand campaign in the UK in 1982. The brief was given to BBH (Bartle Bogle Hegarty). There was some advertising earlier, but nothing strategic or br…

Due to wartime food shortages, Rowntree's of York was compelled to change the recipe of its Chocolate Crisp bar in 1941. Afraid of upsetting a devoted following (the product was i…

Two members of Collett Dickenson Pearce (CDP)’s creative team, copywriter Terry Lovelock and art director Vernon Howe, were tasked with creating a new image for the Dutch beverage…

Fallon began working with Sony in 2002, and the strategy process began then. From ‘Go Create' to ‘You Make It A Sony,' there had already been a transformation. Now, a rethinkin…