The Road to a Grand Prix (DeBeers, India) AdWeek | July 28, 2008 When it comes to marriage, Indians are generally loath to change anything...It takes a bold planner to decide to take on tradition and create a preference for diamond jewellery instead of gold...The results for the DeBeers "Diamond Bride" campaign speak for themselves. Diamond jewellery worn at weddings jumped from 8 percent before the campaign to 65 percent after the campaign and overall growth in the market for diamond jewellery at weddings jumped to 30 percent compared with 20 percent growth in the market for diamond jewellery overall. Read the whole story...
What Time is the Program? CMD Global | July 24, 2008 Watch company Fossil helps TV viewers plan their evenings and creates a new ad format in the process. Read the whole story...
Case Study: Russell "Cashman" Oliver citynews.ca | July 9, 2008 Whether you find him annoying or amusing, you could safely bet that most Torontonians have no problem recognizing Russell Oliver. The kitschy, low-budget television commercials featuring Oliver shouting at the camera dressed as the Eglinton Avenue cowboy the Loan Arranger, emerging from a telephone booth as the portly retail superhero Cashman, or singing and waving cash to synthesized music flanked by scantily-clad women have made the jeweller one of the city's best known personalities. Read the whole story...