Point of View

Ogilvy won the mandate for Diu Tourism, amid intense competition. It was our attention-getting creative idea that clinched it. We went on to launch the campaign with teaser ads de…

McDonald's and Burger King dominated the fast-food burger market, with products like the "Big Mac" and "Whopper" emphasizing the size of their burgers. Wendy's didn't offer any…

Anheuser-Busch began the 1970s with Schlitz as its main competitor, but by the end of the decade, it was up against a new No. 2 Miller.  Anheuser-Busch was jolte…

McDonald's was the undisputed king of burgers. In comparison to Burger King, they had more locations and a bigger market share. Burger King had the Whopper, which was a differenti…

In the face of mounting concerns about AT&T's (Bell Systems then) impending monopoly, N.W. Ayer, one of America's oldest advertising companies, required a creative way to assi…

BMW had a simple, and now Bavarian, recipe for success before the mid-1970s. It created cars with consistent and basic designs that were appealing from every viewpoint and would a…

I do believe that Nestle Sunrise is a case study where the classic “new, improved” product story (much exploited in those days!) was turned into a huge property and the start of a…

Howard Clark was the first president of American Express to place a high value on advertising. American Express's yearly advertising budget was barely $1 million before he assumed…

It's reasonable to assume that advertising had a significant role in Levi's success. Foote, Cone & Belding's San Francisco office developed, guarded, and polished an American …

Around 2010, after having established itself as a popular brand among the youth with its range of watches and eyewear, Fastrack has ventured further into the accessories space, la…

Fastrack was creating more than just a buzz through its advertising. They were not preachy but spoke in a language which the youth spoke. Their communication was candid and straig…

In 1967, few were drinking 7-Up. The beverage was generally thought of as a mixer or a tonic for an upset stomach. 7-Up Company executives were eager to tap into a larger market. …

Around 2005, John Abraham had come on board as the brand ambassador for Fastrack Sunglasses. The penetration of sunglasses in India was abysmally low at some 17%. John Abraham …

William M. Armistead, of NW Ayer, got the Reynolds account starting with Lord Albert pipe tobacco. He is credited with creating the modern style of advertising, advocating regular…