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John Lewis: The Long Wait
Thinkbox | January 2012
"The ad was rooted in a truth about what really matters at Christmas and it resonated with our core audience."
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John Lewis Uses TV to Build an Emotional Connection With the Nation
Thinkbox | October 11, 2011
“It has never been so important for us to emotionally connect with our customers and through television we are able to do so in such a way that has resulted in our advertising being amplified beyond all expectation.”
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Boots Delivers More Than Just Invitation to Feel Good
Thinkbox | September 29, 2011
By being active on TV across the festive period, Boots ensured they would be top of mind during the most business critical time of the year and it also helped other media work harder to secure the crucial additional visits to stores.
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Watching TV Inspires Online Shopping
Retailmoves.com | August 26, 2011
Retailers have been urged to consider re-investment in TV advertising following recent survey results showing that the number of consumers regularly shopping online whilst watching television is rising.
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Flat Sales at Old Navy Driven by Ads That Click with Mom and No One Else
Forbes | August 25, 2011
While the ads centered on the clothes themselves and did not explicitly target mothers, BrandIndex data shows that women with children under the age of 18—who represent about a quarter of all women in the US—were the demographic most positively affected by the advertising.
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Great Adaptations Pay Off for Waterstone's and Film4
Thinkbox | March 30, 2011
“We were delighted with the collaboration with Film4 – it was an ideal fit for both our customers and their views, and allowed Film4 to get their schedule and brand in front of millions of readers, and gave Waterstone’s a platform to engage with its’ audience on TV in an entirely new way. It genuinely helped us build our brand, and also provoked our creative thinking to the extent that within a few months we had radically changed the visual identity of our brand. We sold thousands of books as a result, so it made commercial sense too.”
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Case Study: Wal-Mart
Financial Times | March 24, 2011
Reputation management requires a tight connection with the core identity and strategy of a company. It also requires an ability to think strategically from the point of view of an increasingly sceptical public. Walmart embraced its success in responding to the Katrina challenge as an opportunity to demonstrate the positive social value of its core business model.
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Branded-Entertainment Lessons Courtesy of a Quebec TV Show
Advertising Age | October 07, 2010
Over a five-month period, The Bay's Quebec region surpassed its sales plan by 8% and was the only region in the company to achieve and surpass targets. Winning designs seen on the show were available in Bay stores across the province the next day; 70% of the collection sold out in Bay stores within seven days, and it completely sold out within 30 days.
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P&G, Walmart Find Success as Moviemakers for Their Brands
Advertising Age | September 27, 2010
P&G reported a measurable increase in product sales and market share from the program. P&G said that favourability scores for brands advertised on film increased 26% among moms who saw it, and purchase-intent scores for moms who saw the movie were 2.7 times higher than for moms who didn't see it.
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Big Media, Big Sales: Joe Fresh on Fall Fashion
Media in Canada | August 17, 2010
"Because of the mass advertisement we're doing on TV and billboards, we've really been able to grow our franchise pretty dramatically ... We're confident in what we're doing, we've been able to see the returns and we're happy with continuing to invest in media."
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Pets at Home Tests TV to Change Owner Behaviour
Thinkbox | August 05, 2010
The national roll out delivered a 64% increase in spontaneous awareness nationally and a 16% increase in prompted awareness. The improved awareness contributed to a 16.5% increase in total sales for the 41 weeks to January 7, 2010 and a 9.8% increase in like for like sales.
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Branded Entertainment Makes In-Roads on TV, Online
mediacaster | June 24, 2010
La Collection is a Canadian branded entertainment show, launched as part of a marketing campaign for the Hudson Bay Company ... MIPTV named the show as one of the top ten branded entertainment shows leading the industry. The show was also recently awarded for its success at Media Prix and is now up for the innovation award from the World Retail Congress.
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Rebranding Resuscitates 90-Year-Old Radio Shack
Advertising Age | April 12, 2010
It's clear that marketing has played a heavy hand in bringing back consumers. In August, the retailer, which spent $107 million in measured media for 2009, according to WPP's Kantar Media, unveiled "The Shack" in an effort to make the brand more contemporary.
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For Retailers, Electronics Shine This Holiday Season
Advertising Age | December 21, 2009
This holiday, thanks to a long year of price drops and the influence of the one super-retailer's aggressive marketing plans, consumer electronics have become the main draw of the season.
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In Holiday Retail Sales, the Best Ad Doesn't Always Win
Advertising Age | December 15, 2009
"[Consumers] probably still get a kick out of the commercials, but there are a lot of brand loyalties out there. ... [But it] does position [retailers] in the minds of people whether they shop there or not."
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Good, Bad Or Guerilla, Ikea Generates Impressions
The Los Angeles Times | September 08, 2009
"Easy to Assemble," which got picked by CBS for its www.tv.com outlet, was a fairly radical bit of marketing. It was stone-cold branded entertainment - the IKEA logo is in every shot, yet IKEA gently mocked it, right down to the tiny pencils.
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The Co-operative Pharmacy Offers Hay Fever Relief
Thinkbox | September 2009
The retailer ventured onto TV for the first time, with a sponsorship deal designed to reinforce the link between The Co-operative Pharmacy and relief from the sneezy, wheezy symptoms of the allergy.
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JCPenney Boosts BTS Marketing, Ups Forecast
MediaPost Marketing Daily | August 14, 2009
"We added marketing dollars to the back-to-school period," says Myron E. (Mike) Ullman, III, chairman and CEO, "and we think that's going to turn out to be a wise decision. We've seen good response to the newness and freshness of inventory, especially in juniors and kids."
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Leon's Credits Marketing for Increased Market Share
Marketing | August 11, 2009
“In order to help offset declining consumer confidence, we continued running a very active marketing campaign to coincide with the company’s 100th anniversary. Although same-store corporate sales were down 6.5% compared to the prior year, based upon a competitive analysis of the marketplace, we feel confident that we did increase market share,” Leon’s said.
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Unilever, Wal-Mart, P&G Buck the Short-Term Trend
Advertising Age | June 29, 2009
It's been said over and over: There's no time like recession, when competitors are retreating, to ramp up innovation and marketing to grab share.
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Why Wal-Mart Is Getting Serious About Marketing
Advertising Age | June 08, 2009
"I'm proud of the story here, because I think it's showing how marketing is making a really big difference to a company that maybe didn't take it as seriously as they do today," said Chief Marketing Officer Stephen Quinn. "I think marketing is at the forefront of championing the customer internally and doing something about it."
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OfficeMax's 'Penny Pranks' Take Top Retail Honours
MediaPost Marketing Daily | March 10, 2009
OfficeMax took home the top RACie, awarded by the Retail Advertising and Marketing Association (RAMA) for its Penny Pranks campaign. Launched to support its 1-cent sale of back-to-school essentials, the ads used a hidden camera to follow a shopper as he tried to unload his pennies in stores and restaurants, and included a fun fast-forward stunt in which shoppers grabbed up 2 million pennies at the Mall of America.
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Wal-Mart Credits Ads With Leap In Awareness
MediaPost Marketing Daily | February 18, 2009
Wal-Mart Stores turned in better-than-expected results for the full fiscal year, with sales climbing 7.2% to US$401 billion in sales. And the company says an increase in fourth-quarter ad spending paid off, with U.S. consumer awareness of its "Save money, live better" message jumping 80% this quarter over last year, leading to increased store traffic.
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Late-night Icon Ronco Reinventing Itself by Boosting Retail Presence
NRF stores.org | January 2009
"TV drives retail and it drives viewership and awareness," says Larry Nusbaum, who recently took over Ronco. "When we spend a lot of money on TV, sales go up; when we"re off TV, sales go down."
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Kindle Offers Glimpse of ROI on Oprah
Ad Age Daily | November 3, 2008
Since Amazon launched the Kindle, its electronic reader, a year ago, it has created a swarm of dedicated customer advocates. But on Oct. 24 it snagged the most important evangelist in Oprah Winfrey, who said, "I'm telling you, it's absolutely my new favourite thing in the world."
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Wal-Mart Enters the Ad Age
Fortune | August 18, 2008
If you've been watching TV lately, you may have come across Wal-Mart's new back-to-school ad...its creation, part of Wal-Mart's "Save money. Live better" campaign, is a result of dramatic changes taking place behind the scenes. The company is bringing new sophistication to its marketing, and the changes are generating eye-opening results.
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Case Study: Bad Boy Blayne Lastman
citynews.ca | July 10, 2008
Making home appliances, living room sets and dinettes seem exciting can be tough task, but Blayne Lastman says he's up to the challenge. "Our business, on the appliance side, a fridge is a fridge is a fridge, it's a very, very boring thing. What we try to do - we're in the entertainment business. And if we give the people what they want, like the Field of Dreams, they're going to come and that's what's happening," the owner of Lastman's Bad Boy said about his commercials.
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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.
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Mean Ol' Wal-Mart Ads Win an Award
Ad Age Daily | April 3, 2008
Wal-Mart won a David Ogilvy award for research excellence from the Advertising Research Foundation as the best example of research behind a brand re-positioning for the past year in its "Save Money. Live Better" campaign.
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