This study highlights a collection of successful ad campaigns from the USA and Europe. Written with the help of advertising agency personnel and their clients, each case illustrates a different aspect of the varied role of advertising, with details of campaigns for brands, services and social issues. The cases show how award-winning campaigns achieve their goals by creatively distinctive means while still managing to meet clear business objectives. The case studies include the advertising of cars (Renault); fuel, (UK solid fuel); food and drink (Absolut vodka and the Gold Blend coffee series); clothing (Lee Jeans and the anarchic approach to advertising shown by Nike); computers (how Apple is sold in France); and social concerns (the AIDS campaign in the UK). Campaigns from both sides of the Atlantic and from various European countries demonstrate the full range of approaches taken by advertisers. The detailed case studies reveal the planning and strategy behind successful campaigns, while the insider information given here explains the process of change and adaptation necessary as the campaign takes shape.
The cases represent some of the world's most successful advertising campaigns - campaigns that achieve their goals.show more