Is it possible for marketers to achieve the holy grail of advertising effectiveness: short-term sales gains AND long-term brand success? The two goals are usually seen as mutually incompatible, but is that really the case? To find out, we turn to UK researchers who have crunched more than thirty years’ worth of effective ad campaigns and learn some surprising answers.
In common with many retailers, British department store chain John Lewis had devoted most of its promotional efforts to price-based messages. By 2009, the chain was failing, its marketing unmemorable. So what did the company do to reinvent itself and what happened as a result?
Kelly Lovelock and Hywel James explain the prank behind the Call Girl campaign.
Two DraftFCB San Francisco Creatives are spending one month in DraftFCB’s Auckland office as part of a creative exchange that is taking place between the two offices, during September.
Angela Spain, General Manager of PR & Activation for DraftFCB, has been selected as a judge on the PR jury for the 2013 Spikes Asia Festival of Creativity.
DraftFCB is pleased to announce the appointment of Alice Eade to Senior Account Manager on the PR & Activation team.
This weekend NZI launches its long-anticipated brand campaign for the business insurance market in a format and style that promises to break new ground in the insurance category.