Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.
This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.
LUXEMBOURG: L'Oréal , the cosmetics and beauty giant, has won a landmark case in The European Court of Justice against a company that was trying to "ride on the coat-tails" of its brand-building and marketing efforts.
LUXEMBOURG: Brands and businesses could face greater challenges in defending their trademarks from competitors, after the European Court of Justice ruled in favour of marketing services firm Intelmark in its dispute with computer chip titan Intel .
LUXEMBOURG: A European Union court has thrown out Microsoft's appeal on a 2004 anti-trust ruling that ordered the software titan to share information with rivals and to sell a version of its Windows operating system without Media Player .
Euro Effies (pan-European), Silver winner, 2004
In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness.
America Online , the fiscally inventive internet division of AOL Time Warner, currently pays no European TVA (value added sales tax) – unlike its European Union rivals whose geographic location allows them no choice in the matter.
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.