Success Stories - October 2008
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• Ad Spending, Price Hikes Help Fuel Sales Gains for Reckitt Benckiser
  Ad Age Daily | October 28, 2008
  Reckitt Benckiser continued to use steep increases in ad spending to defy a worsening global economy and slowing category growth in the U.S. and Western Europe last quarter - it turned in a 10% increase in organic-sales growth.  Globally, sales rose 24% for Reckitt last quarter.
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• BMW leads UK car advertisers by ad spend ROI
  WARC News | October 16, 2008
  UK media data analyst Billetts reports that of the ten top-selling auto brands in the UK, BMW achieved the best value from its advertising.
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• Phones 4u finds the right TV mix
  Thinkbox | October 2008
  Phones 4u wanted to reach 16-24s with the message that they navigate the fee maze.  TV played a key part in doing this, featuring brand advocate Jack helping a motley cast of phone purchasers, and put Phones 4u first in terms of awareness and brand consideration for their key target audience.
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• Nintendo conveys Pokemon fun
  Thinkbox | October 2008
  Nintendo wanted to make Diamond and Pearl the must have games of the summer, so they used TV as part of an integrated campaign to drive attendance for events where kids could try out the games.  The result was the fastest selling combo in Pokemon history.
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• Karastan: Building Share Of Voice In A Recession
  MediaPost's Marketing Daily | October 15, 2008
  "When the economy takes a turn for the worse, all our competitors pull back," says David Duncan, VP/marketing for the Dalton, Ga.-based Mohawk, one of the world's largest floor-covering companies.  "From our perspective, it's very important to maintain our brand-marketing position, and really try to increase our share of voice."
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• Bogged Down in Marketing Success: Ocean Spray Wades Into New York (podcast)
  AdAge Daily | October 9, 2008
  Ocean Spray's "Straight From the Bog" ad campaign featuring two country bumpkin cranberry farmers has boosted product sales by double digits, said Senior VP Kenneth Romanzi.  Romanzi, as well as the two actors who play the hip-deep yokels, are in Manhattan this week for a PR stunt that includes the installation of a temporary cranberry bog in Rockefeller Plaza.
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• The resilience of television and other media trends from the 2008 Euro Effie awards
  WARC Online | October 2008
  One of the stated objectives of the 2008 EACA Euro Effies was to reduce the historic dominance of television-based campaigns in this advertising effectiveness competition.  Whilst there was evidence from the 08 awards' results of progress towards this goal, of the 14 award winners (down from 20 winners in 2007) an estimated 52% of the winners' total media spend was still invested in television. 
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• Cause Marketing Increases Sales
  AdWeek | October 1, 2008
  The 2008 Cone Cause Evolution Study found that almost 80 percent of respondents said they would switch brands (provided price and quality were equal) to the one that is associated with a good cause.  Eighty-five percent of respondents said they have a more positive image of a company when it supports a cause they care about, and the same percentage said it was acceptable for companies to promote their affiliation with non-profit organizations in their ads.
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  Read the 2008 Cone Cause Evolution Study...
   

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