Point of View

In 2010, Volkswagen had started planning for airing commercials during the 2011 Superbowl. It was gearing up for a major push in the international markets, especially the US. …

Felix Baumgartner approached RedBull before it reached him, asking them to sponsor him in a BASE (buildings, antennas, spans/bridges, and earth/cliffs) jump from the 860-foot New …

There were many other images of Santa Claus around the world before 1931, including a tall gaunt man, an elf, and even a terrifying Claus. Santa Claus had mostly evolved into t…

Michael Jackson's managers approached Jay Coleman, founder/CEO of Entertainment Marketing & Communications International, in 1983, one year after the success of the album Thri…

British Airways commissioned Saatchi & Saatchi to create a new advertising campaign in 1989 after the airline had carried more than 24 million passengers. And it was Graham…

The Maha Kumbh Mela, which takes place every 12 years in Allahabad, attracts the world's largest crowd of pilgrims. A hundred million Hindus flock to the city to take a holy bath …

Lucie Austin, then the director of marketing for Coca-Cola South Pacific, received a 151-word creative brief in 2011 that gave marketing carte blanche to come up with an innovativ…

KFC discontinued its agreement with food-delivery expert Bidvest Logistics in October 2017 in favour of DHL. The system was in shambles just weeks after DHL took over delivery …

At Metro Trains Melbourne, there was an unusual and serious condition. People, particularly young people, had been seen behaving erratically around trains, with some resulting in …

The fundamental problem of the watch category while creating a TV spot is the sheer size of it. It is small. Watches are in the lifestyle category, and usually led by design an…

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…